Q&A with Paul Crofts

Q: What inspired the design and development of the Knit One Chair?
Paul: It began with a question: how can we make a lounge chair that uses less, ships better, and lasts longer? The contract market has a serious waste problem, and we didn’t want to contribute to it.

At the same time, we were inspired by the potential of 3D knitting - its elegance, efficiency, and zero-waste credentials. Traditionally used in task chairs, we saw an opportunity to reimagine it in a lounge context. The result mimics the softness of upholstery without the environmental cost. The ribbed detailing nods to classic stitched furniture, while the overall design celebrates transparency and structure.

Q: Why 3D knitting? What does it let you do that traditional upholstery doesn’t?
Paul: 3D knitting is a game changer. It’s zero waste - no offcuts, no glue, no foam. It lets us create complex shapes and rich textures in a single material. Unlike traditional upholstery, which involves multiple layers and materials, 3D knit is structural, tactile, and fully recyclable.

Q: What is the material, and has it been designed for circularity?
Paul: Absolutely. Knit One is made from almost entirely air and 3D-knitted textile. The fabric, supplied by Camira, comes from their SEAQUAL® Collection and is made from post-consumer marine plastic waste, up to 35 recycled plastic bottles per metre. The fabric can be replaced at any time to extend the chair life, and at the end of life, the chair can be fully recycled.

The lightweight metal frame allows for flat-pack shipping and easy local assembly, reducing the carbon footprint. It’s a collaboration between two Northern UK brands, both deeply committed to sustainability and design innovation.

Q: Are clients embracing these kinds of materials?
Paul: Definitely. Clients today want more than just good design - they want accountable design. There’s a growing appetite for lower-impact materials, especially when they come with a clear, transparent story.

Q: What challenges are you navigating right now?
Paul: The biggest challenge is making sustainable materials commercially viable. They’re not always the cheapest option, but we see that as a creative opportunity. There’s a shift towards more honest, pared-back aesthetics and that aligns perfectly with sustainable thinking.

Knit One is a great example: it celebrates its structure instead of hiding it.