When we launched in October 2022, we noticed CD rugs were having a moment. Classic albums and even video game decals reimagined as rugs were everywhere, especially in millennial interiors. We started to look at the CD rug as an evolution of the teenage bedroom poster.
From that insight, the trend began to take a new form. These rugs are a stamp of one's inspiration, a mark of one's lived experience and a way to make any house feel more like home. The rugs reimagined some of a generation's most iconic LPs, turning them into physical portals into the influences behind the person. There was one problem, though: there were none for the great UK artists. So we decided to make them ourselves. What started as a product ad for the rugs evolved into a meditation on youth in London. A retracing of the steps to the time when many were figuring out the size of their boots.
This was made possible with help from Kickers, who supported our vision and provided us with product to build a world that felt authentic to the time.
We might just sell them again, wallets at the ready.