What led you both to establish Assieds-Toii?
What brought Assieds-toii together was our shared intuition about our unique senses of style. Our friendship blossomed through discussions about fashion, art, architecture, fabrics, jewellery, and design. With backgrounds in the fashion industry, we were passionate about infusing fashion-inspired elements into interior design. We frequently met in London during the pandemic, while both of us were job hunting within the fashion sector. However, over time, we collectively decided to shift our focus away from job applications and instead pursue the creation of our own brand.
Could you share the meaning behind the name Assieds-Toii?
Assieds-Toii quite literally means Sit Down in French. Have a seat, take a seat, sit down. We embarked on our journey by focusing on essential home items, starting with chairs. Our goal was to design products that revolve around home life and facilitate social interaction.
From where do you draw your style inspiration?
Everywhere but mainly from the realm of fashion. We absolutely love Etro and Pucci prints. We love antique furniture especially the mid-century modern era. A lot of our inspiration comes from the 60’s & 70’s. Assieds-Toii is a fun twist on interiors. We wanted to form a bridge between the old and new worlds of interiors. We started by reupholstering vintage chairs and giving them new life with unique fashion focused touches.
What do you believe has made mushrooms such a beloved choice in interior design?
While we cherished our antique chair upholstery, our desire to offer a piece that could seamlessly fit into any home inspired us to create the mushroom stools. We aimed to craft a versatile item with a one-of-a- kind concept, ensuring that each stool would be unique to its owner. Additionally, our use of deadstock fabric aligns with our commitment to sustainability.
How do you react to Tatler’s characterization of your stools as ‘The unlikely new It-girl status symbol’?
We love it! People often refer to the Mushroom as the Fendi Baguette of the home and there is truth to this. You might not dare to paint your whole living room bright magenta and electric tangerine, but a stool could satisfy this urge for uplifting colours.
Could you describe the emotions you experienced when launching at Selfridge’s, one of London’s major department stores?
It was truly a pinch-me moment. The reality of it all didn’t sink in until we walked into Selfridges and saw our products on display. Selfridges has always been a destination store for us, so witnessing our products available for shoppers there was surreal. Especially considering we only launched last year, it has been an incredibly rewarding experience!
Among the interior designers you’ve collaborated with, which partnership has been the most rewarding?
Our collaboration with Michael McGregor would be one of them! Working with an artist in LA was truly special because it allowed us to bridge different creative industries. Witnessing our product being transformed into art through painting was a unique experience. And here’s a little secret – we’re currently in the midst of a collaboration with a crochet designer!
Given that about 90% of your website is currently sold out, how has the response been since your launch?
The response has been incredibly exciting. Each month, we release a drop of 20-30 mushrooms on our website, and it’s fascinating to see how different drops and collections resonate with various clients. It’s a testament to the diverse tastes and preferences of our customers.
Do you have a personal favourite design among your creations?
Always a tough question, we always get attached to all of them and I tell you there are always those 2 pieces that Isabella and I get upset parting ways with! We’ve always been specifically drawn to the swirls and wavy designs. It features heavily in the brands DNA and luckily for us there are endless design ideas and iterations to choose from.
Are there any plans to expand your product line beyond the Mushroom stool?
Absolutely! We have exciting plans in the pipeline. In June, we ventured into glassware with a successful event at Grandirosa on Chiltern Street. Collaborating with a florist allowed us to showcase our vases and ashtrays beautifully. Our next creative endeavour will be in ceramics, so stay tuned for our unique twist on ceramic pieces!
Was versatility a key consideration when designing your stools, given their compatibility with both classic and contemporary styles?
Versatility was definitely number one in the design of our stools. We wanted to create pieces that seamlessly blend with various interior aesthetics, be it classic or contemporary. Our aim was to offer a versatile item that could adapt to different design preferences and home settings, ensuring that our products could cater to a wide range of customers.
Aside from your Mushroom stools, what are some cherished pieces you’ve collected in your own homes?
Haya: I have a passion for plates and table scaping, so whenever I travel, I make it a point to collect unique pieces from around the world. During a weekend trip to Seville, I brought back some beautiful floral plates. Additionally, I hold dear the furniture passed down from my late grandparents. With a Middle Eastern background, their home was filled with remarkable pieces. I was fortunate to inherit their dining room chairs, which I recently upholstered in a playful print to keep their memory alive in my home!
Isabella – Over the years I have collected a number of Murano Vases in a range of colours and sizes that always seem to be the perfect addition to any surface in my home. I love the intricacy in detail I find especially in vintage pieces.
What drove your decision to use dead stock fabrics in your stool designs?
We are passionate about sustainability, and this journey began when we visited an antique fair and noticed numerous chairs in need of restoration and upholstery. This realization led us to identify a gap in the market for fashion-inspired home products. We approach our stools much like fashion designers select fabrics for clothing, giving us the creative freedom to ‘dress’ the chairs with fabrics just as we would choose an outfit. When it comes to fabrics there are so much that gets wasted, therefore we love to use leftover fabric to dress some of our mushrooms. In house when we have leftover fabric we make them into mini mushrooms.
What motivated you to adopt a limited collection drop strategy?
We’re not big fans of mass-producing our pieces, so implementing a limited collection drop strategy allows us to maintain the exclusivity and uniqueness of our designs.
What emotions do you hope people experience when they have the Mushroom stool in their homes?
Excitement and love for the design! We hope our customers experience excitement and a genuine appreciation for the design. Given the versatility of the Mushroom stool, we’re always thrilled to see how clients choose to incorporate them into their spaces.
What’s in store for the future of Assieds-Toii as a brand?
We envision becoming known for creating staple pieces for the home. Our goal is for people to have at least one of our items in their homes, whether it’s glassware, the Mushroom stool, or a vintage chair. Although we only launched last year, we have big plans for expansion with many more products in the pipeline. We’re excited to explore different creative areas we never anticipated and expand our vision to produce a variety of home products.
Can you provide a glimpse of the fabrics we can anticipate in your upcoming collections?
Certainly!! In our upcoming collections for fall, you can look forward to an array of browns and beige tones, perfectly suited for the season, along with some striking patterns to add that extra flair.
