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With a pared back, minimal aesthetic we have stripped away colour to accentuate Morris’ superlative artistry and core values of craftsmanship. Staying true to these values the Design Studio have distilled well known and loved designs, creating new versions that, when viewed as a whole, carry new meaning and resonance. Eight wallpapers and nine fabrics are layered across six neutral colour palettes taking in black, grey, linen, gold, copper, silver, cold neutrals, warm neutrals, cream and white. Drawing on the past, this is a collection for modern living.

As an interior designer, Morris created rooms with honesty and simplicity. As he once said:

quote simplicity

The Design Studio started their journey by delving into the dusty store rooms that house the original Morris & Co. wooden printing blocks. Working alongside a team of highly skilled block printers, they explored print marks to create new art-work for some of the wallpapers. As Head Designer, Alison Gee, describes:

“It was a fascinating and hand-crafted process, playing with inks and print marks to develop new versions of these well-known designs, whilst maintaining the integrity of the originals.”


Time spent in the Morris & Co. Archive revealed unexpected finds as Alison explains:

“We were excited to discover monochromatic patterns and wallpapers printed using different techniques such as crushed glass and metallic inks (nothing is new!).”

In response to this revelation, the Studio experimented with applying different materials to the paper surface. Tiny beads were used to create the contemporary, shimmering flock effect in PURE STRAWBERRY THIEF, whilst a combination of textured sand and metallic particles help create the beautiful simplicity of PURE ACORN.


The dramatic PURE BACHELOR’S BUTTON has been enlarged in scale and painted in the style of medieval frescos, an art form much admired by William Morris. This breath-taking extra wide, digitally printed wallpaper, sold by the metre, is available in two colourways.


Within the fabric collection, nine historical designs have received the same individual attention and modern approach as the papers. Ethereal semi-sheers bring an enchanting, dreamy quality to the range of decorative fabrics which incorporate prints, embroideries, appliques and weaves.

Laser-cutting techniques have been used to create an applique version of PURE NET CEILING which has a strong Arts and Crafts look, designed by Morris in 1877. A charming embroidered version combines couching and satin stitch.


WILLOW BOUGH has been reworked into an embroidery of matt and sheen satin stitch on pure linen ground, whilst PURE POPPY EMBROIDERY is the first fabric to be taken from Morris’ Poppy wallpaper design of 1881.


When asked how Morris might view the latest collection, Alison said:

“Morris patterns in their day were a reaction to blousy Victoriana florals. In decorating terms, we hope these are as liberating now as the issue of ‘Daisy’ (the first wallpaper printed by Morris) would have been then – taking Morris to a new audience.”

Harking back to the form and essence from which they evolved, all of the fabrics and wallpapers are perfect for creating rooms with honesty and integrity with craftsmanship at the core. Pure Morris!

We are delighted to share with you our Pure Morris video, so take a few moments to shut yourself away from the chaos of everyday life and immerse yourself in the calming natural simplicity of Pure Morris.




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