Interview: On the Sofa With Morris & Co.

It’s finally here. The collaboration between Swyft and Morris & Co. has landed, and it’s everything we hoped for and more. Timeless heritage prints meet sleek, modern furniture in a collection that’s bold, beautiful, and built to last.

We caught up with Ellie from Morris & Co. to talk about how the partnership came together, the creative process behind the designs, and why this collection is perfect for anyone ready to make a statement at home.

Can you tell us about how the Swyft x Morris & Co. collaboration came about?

The Swyft x Morris and Co. collaboration came about when Swyft contacted us to think about a partnership and working together. Naturally, we jumped at the chance to work with this amazing brand.

How did you approach blending Morris & Co.’s heritage patterns with Swyft’s contemporary furniture design?

William Morris himself was the leader of the arts and crafts movement, and the way he designed his patterns gave them a timeless quality, turning them into true heritage designs. Seeing people layer them into contemporary spaces is always really exciting for us, and this partnership with Swyft opened an avenue for us to have that opportunity and see it come to life.

What role did colour, texture, and fabric play in this collection?

When we started this collaboration, the proposal was really exciting. We wanted to create something new and bold that hadn’t been seen before on furniture, so we invited the Swyft design team into our archive for inspiration. The collection was influenced by our archive wallpapers and fabrics, so all the colourways are authentic but the way we've put them together is something new and exciting, yet still holds the heritage of our brand.

Were there any unexpected challenges or breakthroughs when adapting your designs for upholstery?

The main challenge we faced when we were working on this collaboration is that there were so many designs that were capable, but we really wanted that iconic print that was the showstopper whilst being usable in the home. So I think the main thing was trying to narrow down the best prints to use and hopefully we can use more in the future as this partnership continues.

How do you think this collection will resonate with a design-conscious customer?

For a design conscious customer, we feel like Morris & Co. designs and the way we design our studio is very design, form, and function-led. We want it to be usable and beautiful in peoples homes and also have many functions, like the Model 03 modular sofa. It’s contemporary, versatile, and looks amazing in the home so it's been a really great collaboration to see both brands come together and create something special.

What does timeless design mean to you, and how does that show up in this collection?

Timeless design means longevity. As William Morris’s original company, we've been around for over 160 years, so these designs have been created with a craft and a dignity that emulates his original ethos. His designs have lived beyond the ages and continue to live on today, so it's really amazing to be a part of.

Who do you see as the ideal customer for this collaboration?

I think the ideal customer is someone who isn't scared to show their personality through design. William Morris himself was very much a storyteller through the way he created his patterns and we continue that through our design studio. Someone who understands craftsmanship and the work that went into creating these original designs at Morris & Co., and someone who wants to be a bit playful and add a bit more pattern to their homes.

Are there any pieces in the collection that are particularly meaningful to you?

There’s many pieces in this collection, but the one that stands out is the Model 05 loveseat in Blackthorn Mineral. It’s an iconic design from Morris & Co., inspired by the English gardens that surrounded William Morris’s houses at the time. We’ve done it in a never-before-seen colourway on a huge scale and we feel like it'll be a real showstopper in peoples homes and create a brand new icon in this colourway.

How do you see the legacy of Morris & Co. evolving through modern partnerships like this one?

The Morris & Co. brand evolves with each partnership; the new ideas and concepts that our partners bring to us are amazing. When we work in a partnership with a company like Swyft, they really take on our values and ethos as the original William Morris company, and that's been truly amazing. So to see and work with these ever-evolving concepts, it's just adding longevity to the brand as we keep going and gives us an opportunity to reach a wider audience with our work.

Explore the Swyft x Morris & Co. collection here.