Scandinavian collective Cappelen Dimyr is the result of four friends combining forces to create the ultimate sustainable and artisanal rug brand. A union forged in multidisciplinary expertise; they create only with purpose using the finest unbleached New Zealand wool to create rugs that are crafted traditionally by some of the best weavers in India. Never straying from sustainability, every piece is made-to-order, a fundamental pillar of creating only what is necessary. We spoke to Maja Dixdotter the Co-Founder and Designer of Cappelen Dimyr on creating a contemporary artisanal brand that is all embracing of a ‘slow interiors’ movement.
How did Cappelen Dimyr get started?
Ellen and I had for a long time talked about starting something within interiors. So, when Kristoffer (our co-founder) called and asked if we were keen on joining by taking over a supplier chain from his old friend Peter Krook, a man with over 100 trips to India and a genuine rug knowledge, the answer was instant! We got to inherit a supply chain with some of the best craftsmen in India which was fundamental in making this happen.
You are a creative collective of four – what were you all doing before Cappelen Dimyr, and what roles do you all play in the business?
We all come from different disciplines but complete each other perfectly. I have a history of almost 10 years as a designer at H&M where I got to learn a lot about quality, fibers and costumers. I was also mainly focused on H&M’s ‘conscious collection’ which is very relevant to my work with Cappelen Dimyr. I currently also juggle our rugs with being Head of Design at By Malene Birger. Jacob is an interior architect and Kristoffer an entrepreneur with a lot of successful tech start-ups behind him. Ellen runs the branding, and has almost 15 years’ experience in the fashion business, she adds a wide network which is extremely valuable when launching a new brand.
How is your process different from other textile and homewares companies?
We embrace slow consumption and long-lasting, seasonless design. We are not forced to join the market speed in general and have decided instead on setting the scale for conscious consumerism. Our style is calm and luxe and we never want to push quantities over qualities, only the best pieces gets launched.
We love how committed you are to sustainability; can you please talk about the importance of this to your brand?
For us it was a given from the start. We don’t want to work with chemicals, the conscious aspect was always there as a natural given. All our rugs are made of natural unbleached and un-dyed wool.
We embrace slow consumption and long-lasting, seasonless design. We are not forced to join the market speed in general and have decided instead on setting the scale for conscious consumerism.
What would you say the 3 most important pillars of your designs are?
Our signature world is soft, bohemian and contemporary.
Not all of your designs are made for the floor, please talk us through the inspiration for your No.1, which also works as a hanged object?
For us all of our rugs are like a piece of art and are designed to adorn either the floor or the wall. We will definitely explore more within this area going forward.
Your rugs are made ethically and with traditional techniques in India – please talk to us about your connection to the land/the technique?
We visited our partners in India as one of the first things we did when starting up. It felt extremely important for us to know exactly how our rugs are being crafted and to see the workmanship behind every style. We have amazing people in Bhadohi that translates our designs and ambitions through their genuine knowledge and preciseness.
What is the most important lesson you have learned so far?
To really believe in your own idea and identity and stick to it. We make sure to always ask ourselves ‘would we want to have this in our home?’ If not, then we need to re-work something.
Tigmi is Berber for my home. Can you impart some Scandinavian sensibility when it comes to styling a home?
For us Cappelen Dimyr does not in particular express a Scandinavian interior style, but rather the combination of the clean and minimalistic Scandinavian style with an ethnic eclecticism.
What’s next for Cappelen Dimyr?
A new chapter! We will launch chapter 2 within a couple of months.
Cappelen Dimyr rugs are available exclusively in Australia with Tigmi Trading