What happens when an iconic wallpaper designer meets the original washable rug brand? Something rather special. Uniting a collective 130 years of expertise and family-run heritage, Hug Rug and Graham & Brown have joined forces on an heirloom-worthy collection, destined to become a staple in homes for years to come.
Drawing on Graham & Brown's archive of over 50,000 original designs, the collection revives a signature mix of florals, foliage-inspired patterns and bold statement prints, each one hand-crafted in-house, then reimagined in Hug Rug's washable, sustainably made flooring.
Whether you're after a striking statement or a moment of serenity, this beautifully crafted, low-maintenance collection delivers on every front - and it's the perfect way to make your living room look expensive without a complete redesign.
Hug Rug x Graham & Brown Launch
The collection leans into everything Graham & Brown does best: rich florals, foliage-inspired prints and bold statement patterns, alongside softer neutral options for anyone wanting something calmer underfoot. These are our standouts for updating your space in time for the season change:
In parchment or mocha, this is the pick for anyone wanting warmth without pattern overload. We've seen this style dominating rug trends this year, but nobody has done it quite as beautifully as this collection.
We love this foliage print with depth, ideal for anchoring a living room in autumnal greens and classic neutrals.
A serious rival for the Ruggable x Liberty collaboration, this partners practicality with prestige. Available in smoke or linen, Hug Rug uses G&B's tapestry-style pattern to offer a piece that's perfect for darker evenings and moodier, richer rooms.
If you're not sure how to choose a rug, a runner like this is a wonderful place to start. Sold in soft sage or bright emeralds, this showcases with Graham & Brown's famous florals, reworked for the floor.
A versatile, statement-making option that works as a true centrepiece. We love it as a runner for a striking hallway or entrance to make your home look expensive.
A delicate, retro revival for Graham & Brown's florals, this works beautifully in lighter, brighter rooms that need a lift. We think it'll help you to fall back in love with your home.
About the Hug Rug x Graham & Brown Rug Collection
This collaboration brings together two of Britain's most established names in the home: Graham & Brown, the wallpaper and paint designers founded in 1946, and Hug Rug, the original washable rug brand born from Yorkshire's Phoenox Textiles in 1954. Together, the brands have bought to life a selection of Graham & Brown's most loved designs, drawn from an archive of over 50,000 original prints spanning nearly 80 years.
The beauty of showcasing these designs on Hug Rugs are that these prints can become focal points and style statements in the home, but they're practical too. Hug Rug's designs are woven from material that's made from recycled plastic bottles, which gets a big tick from a sustainability perspective. But that's not the full extent of it. Each rug is machine washable, so muddy paws and spilled cups of tea can be rinsed straight off the design, ensuring they always look as beautiful as the day they arrived.
"Bringing together two heritage British brands with shared values has created a collaboration that feels both authentic and exciting," says Iona Graham, Brand & Marketing Controller at Graham & Brown. "We're delighted to bring a selection of Graham & Brown's most loved designs to Hug Rug's Eco-Washable Rug and Runner offering."
It's a partnership rooted as much in shared history as in shared design sensibility. "At Hug Rug, we're incredibly proud to be family-run and British-made, so a collaboration with Graham & Brown just felt natural," explains Lizzie Mosley, Creative Director at Hug Rug. "It's a true celebration of our shared histories as family businesses, which both put craft, creativity and quality at the forefront."
The six different design offerings, available as feature rugs as well as runners, are a wonderful opportunity to celebrate florals and foliage inside your home, whether it's making a striking statement or for any space that seeks a little more serenity.
This collaboration celebrates conic wallpaper design translated onto practical, washable flooring, expertly showing off heirloom designs without asking you to sacrifice everyday liveability. Both brands are united, as Graham puts it, by "a commitment to British craftsmanship, sustainability, and a thoughtful blend of heritage and contemporary design," and it shows: from lively, energetic prints to calming neutrals, there's a design suited to every room. And if you love the look of them, make sure you take a look at the Swyft x Morris & Co Furniture collaboration too.
Each design is available in three rug sizes (120cm x 185cm, 160cm x 230cm, 185cm x 275cm) plus a 75cm x 220cm runner, with prices starting from £225 from www.hugrug.co.uk and www.grahambrown.com/uk.
