LAUNCH | A RUM FELLOW | JUTE RUG COLLECTION
WE’RE excited to ANNOUNCE THE launch OF our first dedicated Rug Collection in Hand-Spun Natural Jute, defined by a tranquil, visually rich and refined aesthetic.
A RUM FELLOW | JUTE RUG COLLECTION
Together, the pieces offer calm, artistic reflections on the natural world of jute. Each design draws inspiration from the jute plant’s organic form and the graceful movement of its natural surroundings — from the stir of seasonal breezes to flowing water and the soft curves of riverbeds. The presence of these natural forces echoes throughout the collection, manifesting as meandering lines, soft geometry, and tonal shifts.
These are highlighted in serene accents of harmonious, grounding colour—chosen to contrast with, and celebrate, jute’s soft, varied golden hues. The palette enhances the sense of movement, suggesting reflections on water or shadows cast gently across the earth. Though every rug has its own character, subtle visual relationships emerge across the collection.
A RUM FELLOW | JUTE RUG COLLECTION | KIN FLATWEAVE IN ‘BLUESTONE’
“There’s a quiet dialogue and kinship between the pieces, their forms connected by elemental rhythms and shapes drawn from nature, united by the natural tactility of jute. Each is distinct in character, yet bound by a common thread.”
Caroline Lindsell, Creative Director, A RUM FELLOW
Crafted in India from one of the most sustainable natural fibres, jute is a fast-growing, biodegradable crop often referred to as the “golden fibre” for its lustrous tonal range that responds beautifully to light and touch. Grown with minimal water and no chemical inputs, jute is also carbon-negative and enriches the soil as it thrives — a material of genuine environmental integrity.
The Jute Rug Collection HAS sEVEN designs, each exploring sophisticated weaving techniques in a dialogue between pattern, texture and nature’s rhythms.
ECHO | FLATWOVEN
Hand woven in a flatweave Echo draws directly from the rhythms of water and shifting currents in a Jute landscape, its bold wave motif flowing gently across a natural jute ground.
Flatweave | Ethically sourced, Hand-Spun Natural Jute & NZ wool
Available colourways: Shimmer / Cove
(Shown in Shimmer)
ROAM | HAND KNOTTED
A bold, sophisticated expression of Jute, with deep blues set against a darker jute ground, Roam offers a visually compelling, rich tactility that shifts with the light.
This dense hand-knotted 9mm pile captures the fibre’s warmth and richness, while the striking pattern evokes the flowing energy of rivers and the shifting play of light on water.
Hand-Knotted | Ethically sourced, Hand-Spun Natural Jute, Woven on a Vertical Loom.
Available colourways: Shoal
KIN | FLATWOVEN
A single repeating motif anchors Kin, evoking the serene order of the natural world and giving the rug a meditative presence. Subtle tonal variations in the hand-spun Jute fibres lend quiet depth, while the elevated dense weave reflects the precision of our artisanal handweavers.
Flatweave | Ethically Sourced, Hand-Spun Natural Jute & New Zealand Wool
Available colourways: Bluestone/ Sienna (Shown in Bluestone)
ZEPHYR | FLATWOVEN
Zephyr flows with a soft, three-tonal palette, featuring an undulating, repeated pattern inspired by the gentle movement of air and water through jute landscapes.
A rug that feels at once grounded, airy, and quietly dynamic.
Flatweave | Ethically sourced, Hand-Spun Natural Jute & NZ wool
Available colourway: Husk
PILOTI | SOUMAK WEAVE
A piece from our Tekton collection, reimagined in Jute and in a unique ‘Soumak’ handwoven finish.
This ancient brocading technique lends a distinctive braided texture and artisanal character to the strength and harmonious balance of the Pilotti.
‘Soumak’ Hand-Knotted Weave | Ethically sourced, Hand-Spun Natural Jute,Woven on a Vertical Loom.
Available colourway: Acorn
ECHO | HAND KNOTTED
Our Echo Hand-Knotted version offers a remarkably soft, 9mm pile with tonal depth provided by sections of dyed natural Jute.
Hand-Knotted - Ethically sourced, Hand-Spun Natural Jute, Woven on a Vertical Loom.
Available colourways: Tide / Nut (Shown in Tide)
FOLK | FLATWOVEN
Folk celebrates soft, dispersed geometry, its repeated ditsy squares reflecting the gentle rhythm and texture of jute in its natural environment. The understated subtle pattern evokes a sense of organic order.
Flatweave | Ethically sourced, Hand-Spun Natural Jute & NZ wool
Available colourways: Terrain / Root (Shown in Root)
As a Label STEP certified partner, we support artisans in fair-trade, ethically minded workshops, helping preserve centuries-old skills and nurture vibrant communities. Find out more about our Label Step and other Ethical Partnerships here.
To view the Jute collection or to arrange samples please do come and see us at 214 Kensington Park Road, London W11 1NR, Monday to Friday — or please get in touch to arrange a visit.
A RUM FELLOW | SHOWROOM 214 KENSINGTON PARK ROAD | PILOTI FROM JUTE COLLECTION FEATURED