PURO: a collection that answers the question of what contemporary design is all about

Warm Minimalism is not just a catchy buzzword in the interior design media, but a genuine trend that is increasingly shaping the way we decorate our homes. Cool, austere spaces have given way to softer interiors, centred on texture and light. There is less contrast and more nuance.

Our interiors are becoming a haven of tranquillity that goes hand in hand with cosiness. “Minimalism is about editing without depleting – simple, but not barren. Warm, but without excess,” says designer Megan Khalil of Ellwood Interiors.

We have already showcased Nexi, which follows a similar aesthetic. Now it’s time for PURO — a collection that catches the eye with its woolly, matt texture and its calm, architectural character.

A wool-like look that’s perfect for everyday wear

A melange weave, a slightly rough surface, the way the fabric reflects light: matt, with depth, without any sheen. PURO looks like wool. This aesthetic – raw, earthy, with a tactile texture – is currently being championed across the entire Scandinavian contract design sector. Normann Copenhagen, Muuto, Ferm Living: brands that define the European canon of minimalism have, for years, consistently chosen wool-like fabrics for their projects.

PURO, deeply rooted in Nordic aesthetics, combines the raw look of wool with the practicality of polyester: a stable weave, excellent lightfastness and properties that stand up well to everyday use.

Scandinavian design – canvas, raw finishes and a natural look

Other fabrics of a similar nature operate on the same principle. Nexi, with a more linen-like feel and a visually lighter appearance, whilst maintaining high durability (around 60,000 Martindale cycles), works well as a subtle base. Nolio, with a higher weight and a more pronounced, woven surface texture, harmonises beautifully with Puro through a contrast of scale. The common thread is reliability: good resistance to pilling (rated at 5), structural stability and ease of cleaning.

Home and office – one fabric, two contexts

These characteristics translate directly into the use of these fabrics in spaces where comfort in everyday use is required, without any concern about rapid wear and tear. In offices, lobbies and hotels, this is an essential requirement. There is no place here for materials that require special care, quickly fade under artificial lighting or leave marks on users’ clothes. Importantly, fabrics used in the office should not distract from concentration; they should be neutral in relation to their surroundings and versatile, regardless of changing trends.

Ferm Living describes its design philosophy as follows: ‘Design should not merely occupy space – it should engage with it.’

This is why Puro, Nexi and Otis are ideal for commercial spaces, especially as their muted colour palette complements minimalist office interiors so well. A further advantage is that they meet stringent environmental standards (OEKO-TEX, PFAS-free), which are common to this family of fabrics.  

Waterfree – an argument that puts the ecosystem first

Traditional fabric dyeing is one of the most water-intensive processes in the textile industry – water-free technology reduces water consumption by up to 95 per cent. In the face of increasing certification requirements (BREEAM, LEED) and environmental guidelines in commercial tenders, ‘water-free’ is no longer just a marketing addition.

That is why Puro, Otis (100,000 Martindale cycles) and Gandar have been produced using water-free technology, which ensures greater colour stability and influences the way the design functions within a broader environmental context.

Natural combinations: matt and textured

PURO works best in combinations based on matt finishes and raw textures. It blends naturally with Nexi and Otis – serving as a calm base in cohesive, minimalist designs. Norn – raw, canvas-like – acts as a contrast and a colour accent. Heroy and Lins – when you want to introduce other textures with a light, Nordic aesthetic. And with the Craft eco-leather, Matador, which adds a more technical, modern touch whilst retaining a matt finish.

All these combinations are based on a balanced, non-glossy finish. This is a deliberate approach to creating furniture collections that avoid any sense of ‘excess’, with an emphasis on visual durability and timelessness.

PURO as the basis for a furniture collection

PURO can serve as a base fabric in manufacturers’ collections – as a neutral, architectural foundation that makes it easy to expand the range with bolder colours or different textures.

Thanks to its aesthetic appeal, it is at home in both the premium segment and more affordable collections. It is a material that does not follow seasonal trends, but aligns with a long-term design ethos: naturalness, sustainability and structural simplicity.