We believe a rug can be both beautiful and exceptionally functional.

SHORE is a wellness-focused design brand pioneering the field of ergonomic rugs and soft furnishings for home, work, and fitness. Synchronizing rigorous material research with an innovative craft approach, we create highly sophisticated products of surprising beauty and usefulness. 

We value health and freedom above all else. That’s why we’re challenging the traditional hierarchy of luxury that’s based on rarity, provenance, and hype—because you shouldn’t have to choose between something luxurious and something good for you. We believe true luxury is not only about what something is, but how it makes you feel. A luxurious product should be beautiful and well made—and it should improve and invigorate your life. It should put that luxury into action and pass it back to you. Satisfaction over status symbols. Performance and quality over labels and prestige. Feeling good over showing off. 

Rugs are rarely seen as having the power to be life-changing. But we believe their position within your most immediate and familiar spaces gives them unique potential to enrich and stimulate. Upgrade your life, starting from the ground up.

SHORE’s founders, Louie Rigano and Gil Muller, met while studying at the Royal College of Art in London. With an interest and passion for materiality, craft and technical innovation, they founded SHORE. They share a belief that technical innovation and beautifully crafted design need not be mutually exclusive. Working at the intersection of material research and craft tradition, the team challenges traditional conventions assumed by rugs and is finding new and highly functional roles for an object that has been with us for millennia.