Irish linen brand to showcase at Houzz pop-up installation in heart of London
A luxury Irish linen brand is exhibiting its range as part of a week-long pop-up installation in the heart of London's Soho.
Derry-based Earthed showcases its scatter cushion collection in the Houzz of 2018 until January 31.
The leading platform for home renovation and design, Houzz connects millions of homeowners and home design enthusiasts around the world
Earthed's parent company William Clark has a 300-year history in luxury fabrics, and has worked with global brands such as Savile Row tailors.
The brand has launched three collections to date - The Upperlands, Sub Surface and Helix - and recently scooped the Best fabric award at the 2017 Boutique Design New York (BDNY) awards.
Creative Director at Earthed Duncan Neil said that the partnership with William Clark helped him overcome the mammoth investment stumbling block when he wanted to set up his own production unit.
"I needed about €250,000 but I couldn't find an investor. Then I was introduced to Paul Callan who was Managing Director of William Clark in 2016," he told Independent.ie.
The Scottish native said that his return to Ireland from Lancashire after working in textiles for over a decade was "a lovely, serendipitous story".
"There was an energy I lacked in the UK that I had while I was in Ireland," he said.
"I also realised how difficult it was for new brands to start up - the costs were very high. I was passionate about playing a part in retaining and growing the industry.
"As older members of the industry leave, we are losing more of a technical skillset as the focus these days is all about design."
Houzz - a community which has more than 40 million monthly unique users - approached Earthed last year about the listed products on their website and Neil said he was "hugely excited" about the project.
For the week, the five-storey townhouse in London will be transformed from a blank canvas into a beautiful flat, complete with a living room, kitchen, bedroom, bathroom, home office and children’s room.
The pop-up will be open to the public every day between 11am - 6pm, from January 26-31, at 19 Greek Street.
Earthed will be releasing two collections this year and will be focusing on building the availability of the brand globally.