Founded in 2020 by fashion and creative industry veteran Frans Verschuren, huqrugs launches its first collection of handmade rugs at Masterly Dutch, supersalone 5-10 September 2021. A clue to the backstory of huqrugs is revealed in the company’s phrase ‘each detail is meticulously fashioned’. Verschuren founded Amsterdam design studio Amsterstampa in 1997, and the studio created luxury fashion and interior textiles for Moschino, Knoll, Dedar and other high-end companies. Huqrugs is Verschuren’s natural evolution from visual design into design, sourcing and production of bespoke handwoven ‘uniq’ rugs.
Huqrugs are zero waste flatweaves that feature the ‘unconventional’ and highly sought after ‘quirks’ that have defined contemporary Dutch design since Droog upended the international design world in the early 2000s. New Zealand wool is huqrug’s main fibre, but upcycled denim mixed with wool are the featured materials of Cambon—a “recycled jeans” rug inspired by House of Chanel tweed by way of the traditional rag rug. Cambon reflects Droog’s ‘anti-formal’ ideas where luxury design influence is merged with a heritage upcycled craft. (Fun fact: 13 rue Cambon in Paris was home to Coco Chanel and her fashion house.)
<em>Margilan<em> huqrugs Photo Simone De Geus Styling Marianne Van Heusden 
<em>Cambon<em> huqrugs Photo Simone De Geus styling Marianne Van Heusden
The anti-formal ethos of Droog is reflected in huqrug’s rich textures woven with yarns made in-house. Textures include bouclé and chenille on a jute warp. Each rug is reversible and each is made to order to ensure zero material waste. Huqrugs are woven on handpowered shuttle looms including a vintage Hillbrand at Jordan Teppiche Handweberei; a family-owned traditional weaving mill in the Tyrolean lowlands of the Austrian Alps. Designs include Margilan, ‘an ode to Uzbekistan’s city of silk and ikat’ whose ikat-style design is woven in twenty-six colours including space dyed yarn where multiple colors are applied along the length of a yarn strand, and Brixton which features a fade spun yarn that gradually shifts the colour field before it meets a contrasting register of black and white stripes. Brixton and other rugs are also available as ottomans.
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Masterly, Palazzo Francesco Turati, Via Meravigli 7, Milan
