What began in his mother’s shed has evolved into one of London’s most distinctive upcycling labels. Now, after building a cult following through reconstructed streetwear worn by artists like Little Simz and Sekou, Joshua Samuels is expanding beyond fashion and into interiors.
The London-based designer’s first homeware release, titled Broken Homeware, brings the same rebellious energy that defines his clothing into the domestic space. Rather than embracing the clean minimalism often associated with sustainable design, Samuels leans fully into disorder, humor and intentional imperfection.
At the center of the collection is a one-of-one vintage Persian rug reconstructed with reclaimed knitwear and the label’s recurring “Bones” motif a symbol representing the afterlife of discarded materials. The piece transforms forgotten textiles into something deliberately raw rather than conventionally refined.
The collection also includes a series of vintage dinner plates altered with provocative handwritten slogans such as “I’M LEAVING YOU” and “BEIGE DINNER AGAIN.” Each piece is intentionally abrasive, complete with a disclaimer stating the plates have been “completely f-cking ruined by Joshua Samuels.”
Elsewhere, duvet covers crafted from deadstock bedding continue the collection’s chaotic tone. Vintage Dickies appliqués and ironic phrases including “MY GIRLFRIEND FAKES IT”—push the line between fashion object, satire and home décor.
The result feels less like a traditional interiors launch and more like a continuation of Samuels’ design philosophy: reclaiming discarded materials while rejecting the polished aesthetics often expected from sustainability-focused brands.
Broken Homeware releases May 14 through Joshua Samuels Official Website.