In September 2025, a new collaboration between Norrgavel and the textile atelier Cappelen Dimyr came to life – a thoughtfully curated collection of handcrafted rugs. Three distinctive designs, each created with a particular room in mind. Artistic rugs in wool and hemp, uniting the quietude of natural materials with a refined aesthetic. Handwoven pieces with a pared-back expression, yet undeniably full of soul. Here, we delve into the thoughts behind the collaboration, the artistry involved, the shared values – and why choosing a rug deserves our utmost care.
Norrgavel x Cappelen Dimyr
Textile artistry with character
Textilets själ
Cappelen Dimyr is today an internationally recognised brand designing and producing expressive textile interiors. It began in 2019 with a limited line of exclusive rugs crafted in undyed wool by skilled artisans in India. Behind the brand stand founders Maja Dixdotter, Jacob Cappelen Holst, Ellen Dixdotter and David Holm – united by a desire to create something together. A creative platform rooted not in fleeting trends or seasonal cycles, but in something genuine and enduring. Alongside this longing was a sense that something was missing – particularly in the world of rugs. When a family friend, long embedded in the rug industry, passed on an address book filled with contacts to master weavers in northern India, the pieces fell into place. The intuition proved right – Cappelen Dimyr’s creations were embraced from the start by interior enthusiasts across the world. Today, the team also includes Lisa Dixdotter, Alexander Holmberg and CEO Dick Eriksson.
A VALUE-DRIVEN COLLABORATION
The Matrials in dialogue collection brings together two creative worlds – a meeting of kindred spirits where interior design becomes a mindful expression of values. This rug collection highlights the dialogue between rug and furniture – where tactile beauty and timeless design celebrate craftsmanship and a shared philosophy of sustainability. The rugs gently complement their surroundings while adding warmth and character to the whole. Crafted entirely from natural materials, each piece expresses something deeply personal. Every rug in the collection was designed with a specific Norrgavel room and piece of furniture in mind – for example, the Flat hemp rug is tailored to accompany the ‘Extendable table’, while Chunky and Slub are dimensioned to pair with Norrgavel’s sofa range. Yet these rugs transcend settings and suit a wide variety of interiors.
Jacob Cappelen Holst speaks of the collaboration and the collection Materials in dialogue with unmistakable pride and genuine enthusiasm:
“In our collaboration with Norrgavel, we chose to work exclusively with natural materials – wool, hemp and linen – just as we do in our own collections. Rug Chunky is made using a twisted and felted yarn, which gives it a rich and full-bodied texture. It carries a distinct, irregular ‘slubbiness’ – a term that refers to the yarn’s natural unevenness and the tactile quality of handweaving. Rug Slub has an even more pronounced slubbiness. Again, we use hand-spun yarns that are beautifully unpredictable. The colour tone is incredibly nuanced, with a medley of hues and shades. It’s made using a blend of European and New Zealand wool – since pure New Zealand wool tends to be lighter in tone due to the absence of natural black or brown fibres. Rug Flat hemp is a classic kilim-style weave, with 100% linen warp and fine, smooth hemp yarn. It has a flat, elegant profile – soft underfoot but not as cushioned as wool. A perfect rug beneath the dining table.”
TIME-HONOURED, SUSTAINABLE CRAFT
A deep reverence for craftsmanship and sustainability lies at the heart of Cappelen Dimyr – values that align closely with Norrgavel’s own threefold foundation. The rugs in the Materials in dialogue collection are made from hemp or natural wool, both chosen for their minimal environmental footprint. Production takes place in India under Good Weave and Care & Fair certifications.
These are not factory-made rugs, but carefully handwoven by freelance artisans – often working from home. In northern India’s “Tibet carpet city”, rug-making is a time-honoured tradition that stretches back to the 1500s. It’s a heritage passed down through generations, imbued with pride and quiet mastery. Cappelen Dimyr collaborates with a coordinating family in India – now close friends – who ensure the right artisans are matched with the right work, and who oversee each step of the process.
“The rugs aren’t produced in a factory. They’re created by individual weavers in their homes – wherever there’s a loom, a rug can be made.”
“When I’m in India, I stay with the family who help coordinate everything. It’s become a close friendship, and the trust we’ve built is essential. They visit the weavers regularly and carry out quality control on-site. The final finishing touches are always done locally. It’s a remarkable experience – when you walk through these regions, you’ll often see rugs spread out in the fields to dry after being washed. It’s a quiet testament to the authenticity of the craft,” says David Holm.
Rugs are stretched out to dry under the sun to prevent shrinkage, and the washing is done with nothing more than gentle soap. This method means production slows during the monsoon season, when drying outdoors isn’t possible. And sometimes, a stray leaf or twig gets caught in the weave – small reminders of the handmade nature of each piece. Crafting a rug takes time: around twelve weeks for one or two people to weave or knot a single rug – including washing and fine-tuning.
“To weave or knot a rug is a time-intensive process – it takes roughly twelve weeks for 1–2 people.”
“From the outset, we chose to work with natural wool and avoid chemical dyes – since it’s during dyeing that most harmful chemicals are introduced. Instead of relying on colour, we focused on texture, quality and form. For example, letting deep, plush pile contrast with a lower, flatter base. According to our experienced weavers, New Zealand wool is the gold standard for high-end rugs – although we sometimes blend in other types to achieve the right expression,” David Holm continues.
RUGS TO LAST A LIFETIME
So how do you choose the right rug – one that will feel right not only today, but for years to come? Jacob Cappelen Holst has a clear perspective and offers some thoughtful advice:
“As an interior architect, I think a lot about placement and wear. Where will the rug be used, and how? What life stage are you in – are there children, pets? These are important questions to ask before buying. Light conditions also play a major role – a rug’s tone will shift depending on natural light and the flooring beneath it. One and the same rug can look entirely different on concrete than it does on wood. It’s also about who you are as a person – long-pile wool rugs shed more in the beginning and require more care. I always say: ask questions. Think carefully. Ask yourself what it really means to buy a mass-produced rug – versus a handmade one where every step is traceable. Each handmade rug has its own soul. Even if the weavers follow the same instructions, the weave will vary depending on the individual’s strength and rhythm. No two rugs are alike – each one is a work of art.”
The rugs in the Materials in dialogue collection are designed to last a lifetime. Pieces where wear becomes beauty – crafted to be lived with, and lovingly passed on from one generation to the next.
