Jute is the second most-cultivated textile fibre in the world. Industrial processing and chemical treatment destroy the natural qualities of this ecological material and it tends to be used in utilitarian cloth like cargo sacking. We do not make use of its full potential.

‘Hey Jute’ showcases the benefits of the raw fibre. Growing between two to five metres, the strands are incredibly long. And strong. The cushion highlights the length and lustre, while the wall hanging incorporates felted jute – an alternative treatment that keeps the strength and length intact, and for which the designer developed his own tools and working process. Through collaborations with artists and artisans, different applications are being developed.

When the raw material has so much to offer, it’s time more people wake up to its value.