Northwest 35: Ethical Artisanal Rugs for Conscious Living

At Northwest 35, rugs are more than floor coverings — they are tactile works of art, woven with meaning, cultural richness, and timeless beauty. 

Founded by Richa Walia, this British brand draws inspiration from the traditions of India and Nepal, combining centuries-old craftsmanship with modern design sensibilities. The result is a collection of luxurious, hand-knotted rugs that tell stories, enrich interiors, and tread gently on the planet.

A New Approach to Rug Design

Northwest 35 was born from a vision to reimagine rug design: to respect heritage while embracing bold contemporary aesthetics.

Each rug merges artistry with sustainability, crafted from the finest organic materials such as New Zealand wool and Chinese silk, and brought to life by artisans who have inherited their skills across generations.

For Northwest 35, luxury and ethics go hand in hand. Every rug is Label STEP–certified, ensuring fair trade practices, ethical sourcing, and environmental responsibility. Choosing a Northwest 35 rug is choosing to support artisan communities while investing in a timeless piece that lasts a lifetime.

What We Do

We design and source rugs for:

• Private residences
• Hospitality, wellness, and lifestyle spaces
• Heritage and cultural projects
• Distinctive schemes requiring design clarity

Whether it’s a one-of-a-kind statement rug or a coordinated collection for complex projects, Northwest 35 brings together unique design, artisan production, and a professional understanding of FF&E documentation and procurement requirements.

Why Designers Choose Us

• Tailored or Fully Bespoke – customise by colour, size, or shape, or create an entirely new design.
• Trade Enhancements – tiered pricing and project-based quotes for FF&E and procurement teams.
• Ethical Manufacture – artisan-crafted by a Label STEP–certified partner, ensuring sustainability at every step.

Design Services

To help design teams realise their vision, we offer:

• Customisation of Curated Collections – adapt our signature designs to fit your palette, scale, and materials.
• Bespoke Commissions – collaborative journeys from concept to loom, creating rugs that tell your client’s story.
• Visualisation Support – digital renders before production.
• Tangible Samples – made-to-order swatches for true-to-life texture and colour.

Our Collections

• Resilience (View Collection) – The theme of this flagship collection celebrates resilience and adaptability, and features throughout its designs, elements of the banana plant. Thriving in adversity, withstanding climate diversity, and steadfastly providing year-round nourishment, this tough and flexible plant symbolises strength throughout life’s many seasons

• Chintz (View Collection) - Sometimes, we can lose touch with who we are, and returning to our roots can bring about a rediscovery, giving us a sense of identity and belonging. Seeking design inspiration for this rug collection, Richa reflected on her roots in India and her current life in London. Both have profoundly shaped her identity and they are represented in this collection, which celebrates the fusion of past and present.

• Glorious Gardens (View Collection) – This collection is a celebration of the garden, in all of its forms. It is intended to bring nature to any indoor space and, with it, the peace, tranquility and divinity it can represent. It is also our ‘Rasjasthani Range’ emulating the wonderful style of this important era in the evolution of art, that originated in northwest India.

• East & West Coalesce (View Collection) – This collection is a visual celebration of global diversity, emphasising respect for different cultures. The blending of Scottish tartan patterns with South Indian saree motifs represent harmony and interconnectedness in the modern world. This fusion honours the rich heritage, unique aesthetics and versatility of both textiles, and highlights the enduring relevance of inclusivity in our increasingly globalised world.

The Artisanal Journey

Each Northwest 35 collection begins with a narrative and evolves into a series of designs that embody culture, identity, and artistry:

From fibre to finished rug, each piece follows an ancient process:

• Hand-spun yarns are dyed with azo-free, eco-conscious colours.
• Months of meticulous knotting bring each design to life on the loom.
• Careful finishing ensures depth, texture, and durability.

This slow, intentional process preserves traditional craftsmanship while creating pieces that endure.

A Commitment to People and Planet

Northwest 35 is proud to be a Label STEP fair trade partner, supporting artisan communities through fair wages, safe working conditions, and environmental protection. Beyond audits and transparency, Label STEP funds educational programmes and advocacy campaigns that improve lives while raising global awareness of ethical rug making.By choosing Northwest 35, designers and clients participate in a vision that honours people, heritage, and the environment — one knot at a time.