July 09, 2018
Armadillo & Co present Earth + Latitude


Armadillo & Co’s latest offerings inject fresh colours and materials into the current Earth and Latitude Collections. Inspired by aerial photography of the natural environment, the rugs have an underlying character and saturation in hue previously unseen in Armadillo & Co’s ranges. “The colour palette roams across sandy neutrals, grey tints and deep charcoals that grip the natural fibres in a beautiful way,” explains co-founder Jodie Fried. A highlight of the new designs is the elevation of jute, a traditionally humble fibre. “We are celebrating the beauty of high quality jute, which in its original state has unique variations in shading,” says Sally Pottharst, brand co-founder. “Once the yarn is hand dyed and knotted, these inconsistencies result in a splendid silk-like texture that perfectly translates the landscape to the loom.”


Reminiscent of the Grand Canyon’s carved-out chasms, Ravine introduces the artistry of jute into the Earth Collection. The fibre is left raw and full of tonal depth before being overdyed for gradations in colour that fade soulfully over time. A soumak weave adds extra texture like the slub of beautiful linen and gives this relative of the River rug the sturdiness to withstand high traffic areas.

Ravine Jute Rug in Quarry

Ravine Jute Rug in Coal 


The Latitude Collection welcomes two new colourways to the popular Savannah rug. Reworked in soft Dust, which sits between a cool grey and warm brown, and inky Carbon, whose flecks have a moodier tonal texture, the neat arrangement of alternating high and low piles retains a sense of movement redolent of the African terrain.

Savannah Wool Rug in Carbon

Savannah Wool Rug in Dust

Malawi is the linear sister of Armadillo and Co’s well-loved Zulu and Nala rugs. A ribbed pile, inspired by the country’s gently undulating plateaus, has a definite direction that will ‘bloom’ and blend over time. Soft and supple, the hand knotted rows are framed by a hand-braided tasselled fringe.

Malawi Wool Rug

Pampas takes its name from the soft, hardy grasslands of rural South America. Pure spun wool is hand knotted into a plush low pile, producing a subtly linear design that is clean and classic with uncontrived interest. Durable and adaptable, the perfectly imperfect Pampas is an easy going option for the modern family home. 

Pampas Wool Rug in Cinder

Pampas Wool Rug in Quartz

Pampas Wool Rug in Gull

Arid plains are brought to life by Desert and its clever combination of fibre and technique.

Desert Jute Rug in Quarry

Desert Jute Rug in Carbon

Desert Jute Rug in Sleet

Raw jute with its nuanced shading is overdyed for a beautiful complexity in colour, mimicking the hazy mirage of a desert oasis. A low pile hand knot enhances the yarn’s natural lustre and softness, which only increases with wear and age. This new classic is then reworked into a pattern with Cairo, which evokes its namesake’s ancient pyramids. Dense diamonds of high wool pile traverse the flat sections like sand dunes, a daring design that harks back to the 70s craft movement but with a polished modern edge.

Cairo Jute Rug in Wheat

Cairo Jute Rug in Sleet

With these new additions, Armadillo & Co aims to sustain age old methods through a contemporary design process. Each rug is 100% handmade, produced using Fair Trade practices with natural and sustainable fibres. They remain as committed to giving back as they are to creating beautiful products.

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