An Actually Soft Jute Rug Is the Unsung Hero of Colin King’s West Elm Collab
Can’t hire the designer? Shop this collection instead.
Published Aug 9, 2023 1:06 AM
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Fact: The ideal rug is hard to find. With so many materials, sizes, styles, colors, and price points out there, choosing can feel like a cruel game. So when we caught wind of the Stripe Rug, a subtly graphic jute blend from stylist and author Colin King’s new collaboration with West Elm, there were a few reasons we took notice. For one, it comes with all the organic qualities of a chunky jute but with the softness of washed cotton and durability that a touch of polyester provides. It provides a neutral backdrop that can fit into nearly any aesthetic, from minimal sanctuary to vintage collector. Plus the pieces, handwoven by artisans in India, start at just $299 for a 5-by-8 and are, dare we say, perfect.
While it’s available in a lighter alabaster, we’re partial to the natural colorway—the contrast between the variegated, uneven fibers gives it a textured look that would conveniently hide dirt. The pattern and darker palette bring to mind Tuareg mats, traditional Moroccan floor coverings that we’ve seen an increased interest in despite their rough, socks-required feel.
The rug is just the start of the treasures in this collaboration. There are 40 more pieces spanning lighting, furniture, and accessories that possess the moody whimsy of King’s aesthetic. We’re most drawn to the smaller objects, like a 19-inch heavyweight urn for the minimal branch arrangements he’s known for and $29 iron taper holders that actually look better with wax drippings. Inspired by the props King prefers to grab for on set, he sees the items as “things that should be easy to find and yet they’re things that too often elude me.” This collection solves that problem and gets us that much closer to living inside a King photo shoot.