Sjoerd Vroonland, born in 1985, studied at the Wood and Furniture College in Rotterdam and graduated from ArtEZ Academy, specializing in product design. Today, Vroonland runs his label from his atelier in Amsterdam.
His innovative products are inspired by classic designs and created using materials, techniques, and shapes we are all familiar with. From the archetypal saddle to the antique clothespin, Vroonland uses the best features of time-honored design and finds new ways to apply them, combining contrasting materials.
Instead of hiding all the ‘technical’ details, the designer focuses on the beauty of structure and construction: the materials are uncompromised, and the line of work is visible. The result is a pure and poetic dialogue between craft, innovation, and modern-day living.