by Stephen Garner

Eton has partnered up with Swedish design brand Sëbou to upcycle byproducts from its shirt design process into interior design pieces. The result is a unique, limited-edition collection of consciously created handmade rugs, woven in Morocco from high-quality Eton fabrics. The rugs come in two different sizes and will be available for a limited time via Sëbou’s new pop-up shop at Nordiska Kompaniet in Stockholm, Sweden, starting May 5th, and can also be ordered tailor-made at

“Sëbou is an extremely talented artisanal company with a real soul that blends creativity, innovation, and craftsmanship to create true pieces of art,” said Sebastian Dollinger, chief creative officer at Eton. “They strive to be sustainable not because they are trying to be ‘en vogue’ – but because it is rooted in who they are. They also believe in creating high-quality products that are made to last over time. Through this collaboration, we can give these fabrics an afterlife.”

The excess fabrics ‘blanket rolls’ play a key part in the design development process and each roll consists of over 1000 different new color and pattern combinations. Once the design process has been completed, they are typically placed in storage in the company’s fabric archives. Through the collaboration, Eton has found a new purpose for some of these fabrics.

Leftover fabric is a common byproduct of textile production and Sëbou purchases it in bulk from countries like Morocco, Ghana, and Sweden to weave their rugs. Founded in 2019, Sëbou weaves together the subtlety of Scandinavian design with the vibrancy of Moroccan culture and rich heritage of craftsmanship with a strong focus on sustainable design. Their rugs are knotted by hand – a discipline that takes a great deal of expertise and skill that has been passed on for generations.

“Being aware comes with a responsibility, we owe it to ourselves and the future to strive towards a more environmentally friendly lifestyle,” added Omar Marhri, creative director of Sëbou. “As a design company trends have an inherent challenge: they have their peaks, and eventually get replaced by the next trend. Our focus has always been to do the opposite: to make one-of-a-kind, timeless pieces made from materials that are recycled and upcycled and can live for a long time.”