Sjoerd Vroonland

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.