The textile house formerly known as Kirkby Design has entered a new chapter, sharpening its visual identity and unveiling a refined creative direction.
Photography courtesy of Kirkby, Alongside the launch of a new visual identity, Kirkby has released new collections including ORNATE which takes inspiration from iconic architectural venues
Words by Roddy Clarke
Renaming a brand is never without risk but, for Jordan Mould, the Brand Director of Kirkby, it was a risk worth taking. The rebrand marks more than a new name, signalling a shift in the textile house’s very identity, moving beyond fabric alone into a broader lifestyle world. ‘It wasn’t driven by a change in audience, but by a desire to better reflect who Kirkby has become,’ he says.
Photography courtesy of Kirkby, This new creative direction now reflects the quality and contemporary edge of the designs they create, the brand states
Part of the renowned Romo Group, Kirkby has championed a more contemporary, fashion-forward aesthetic for the family run textile business now in its fifth generation. This new shift further amplifies its role within the group and its modern, fresh appeal to a contemporary design audience. ‘At the heart of the rebrand is The New Cultural Fabric,’ Jordan explains. ‘This is a key idea that encapsulates Kirkby’s evolving role within contemporary culture and design. It aligns our identity with the brand we have become, expressing a more confident and culturally connected perspective while creating a stronger platform for future growth.’
Photography courtesy of Kirkby, The brand’s visual launch was centred around this vivid orange hue which can be seen here on the brand’s FUZZY FR fabric, an opulent mohair velvet
To celebrate the announcement, the brand has released new collections featuring Art Deco-inspired fabrics, as well as a series of six rugs and five throws. Titled ORNATE, the fabrics reference some of London’s Art Deco landmarks such as Olaf House, Eltham Palace and the iconic Hoover Building. Translating architectural form and geometry into the woven intricacy of textiles, it draws attention to the brand’s enduring creativity and love of colour. Similarly, the rug collection (ARCHETYPE II) takes stimulus from architectural silhouettes, art and nature to create statements that exude warmth and depth. ‘It’s about expanding the conversation beyond textiles and embracing a broader role within design, creativity and modern living,’ Jordan continues. ‘The next decade is focused on evolution through new categories, collaborations, material innovation and a creative perspective that helps shape culture, rather than simply respond to it.’
Photography courtesy of Kirkby, The new launch sees the inclusion of a new rug collection titled ARCHETYPE II
The inclusion of throws within the extended collection speaks to the brand’s evolving creative direction. Soft-focus florals, organic shapes and playful patterns come together in designs that feel both joyful and considered, reflecting Kirkby’s bold, spirited aesthetic. As the brand embarks on this new chapter, Jordan is clear that quality remains at the heart of its creativity.‘We are very proud of the position we hold and the audience we speak to. As Kirkby has evolved, the previous identity no longer reflected the quality, creativity or confidence of the collections,’ he says. ‘The rebrand gives us a more contemporary and relevant platform, helping us connect more deeply with culturally engaged creatives while strengthening what existing audiences already value about the brand.’
Photography courtesy of Kirkby, A fresh, fashion-forward aesthetic can be seen across Kirkby’s new campaign imagery
Marking the moment with an official launch event last week, Kirkby hopes the celebration deepened its connection with the community that has grown around it. “People are increasingly drawn to brands with a distinct point of view, not just products,” says Jordan. “They want to understand the ideas, influences and creative thinking behind what they buy. Consistency across every interaction with the brand matters, and strong design brands have the opportunity to extend beyond a single category. For Kirkby, that means building a broader creative world rooted in culture, creativity and accessible design.” In unveiling this new direction, it sparks a fresh curiosity about what comes next. A trajectory we’re excited to watch unfold.
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