There is a specific kind of magic that happens when you cross the Bass Strait. It’s in the air—crisper, saltier, and carry-ing the scent of wood smoke and ancient Huon pine. For those of us in the design world, Tasmania has long been a whispered secret, a place where the landscape doesn't just sit in the background; it demands your attention. It’s this raw, untamed beauty that serves as the foundation for the Wild South, a groundbreaking collaboration between celebrated interior designer Jono Fleming and the innovative rug brand, Double.
The Wild South rug collection was inspired by the untamed landscapes of Tasmania, specifically drawing from the dramatic dolerite cliffs of the southern coastline, the heritage architecture of Battery Point, and the vibrant, sun-scorched earth tones of the Bay of Fires. What makes this collection a standout for modern living is its technical audacity: it fuses premium designer aesthetics with 100% machine-washable technology. For the first time, we are seeing rugs that look like they belong in a high-end gallery but can survive the high-traffic chaos of a real family home.
The Rugged Muse of the South
When we talk about "inspiration" in interior design, it can often feel abstract. However, with the Wild South collection, the connection to the earth is tactile. Tasmania is a land of extremes—from the jagged, vertical lines of Cape Raoul to the soft, lichen-covered boulders of the north. This collection features 7 distinct designs that translate these abstract geographical landmarks into table-tufted and handwoven floor coverings.
This isn't just about "nature-inspired" patterns; it's about a sense of place. Jono Fleming, whose personal history is deeply entwined with the island—having traveled there extensively and even choosing it as the backdrop for his wedding—wanted to capture the feeling of "arriving somewhere that has a story."
"Tasmania has always been a second home to me. I wanted these pieces to feel like an extension of that rugged, beautiful landscape—something you can bring into your home that carries that same soul and history, but is built for the way we actually live today." — Jono Fleming
From Landscape to Loom: Translating Nature into Textiles
The challenge of creating a landscape-inspired collection is avoiding the literal. You don't want a picture of a mountain on your floor; you want the feeling of the mountain. The Wild South collection achieves this through sophisticated line weights, varying pile heights, and a palette that mirrors the Tasmanian environment.
The Tasman Rug: Verticality and Drama
Inspired by the sea-side dolerite cliffs that define the southern coast, the Tasman Rug is a study in texture. It uses varying line weights to mimic the vertical fractures in the stone, creating a sense of height and movement on a horizontal surface.
The Ember Rug: The Fire of the North
If you’ve ever stood on the white sands of the Bay of Fires, you know the striking contrast of the orange-red lichen against the turquoise water. The Ember rug captures this vibrant energy. It’s a warm, grounding piece that uses deep earthy reds and burnt oranges to bring a glow to a room without being "loud."
The Quoin Rug: Architectural Heritage
Moving away from the wild coast and into the streets of Hobart, the Quoin rug finds its muse in the masonry of historic sandstone cottages in Battery Point. The geometric patterns reflect the "quoins"—the cornerstones of these heritage buildings—bringing a sense of architectural stability and history to a modern interior.
Innovation for Real Life: The 'Washable' Revolution
As an editor, the most common question I get from readers is: "How do I have a beautiful home with kids and pets?" Traditionally, "designer quality" and "machine-washable" were mutually exclusive. You either bought an expensive wool rug and lived in fear of a red wine spill, or you bought a cheap synthetic rug that felt like plastic underfoot.
The Jono Fleming x Double collaboration shatters this dichotomy. Engineered for extreme durability, the collection's 100% machine-washable technology maintains design integrity across varying line weights and color palettes even after repeated cleaning cycles. The rugs are designed with a two-layer system: a non-slip base that stays on the floor and a decorative top layer that peels off and fits into a standard home washing machine.
This is a game-changer for high-traffic zones like dining rooms and entryways. You can now have the tactile luxury of a Tasmanian-inspired sanctuary without the preciousness that usually comes with it.
Sustainability and Materiality
In today's design climate, beauty without responsibility is no longer enough. The Wild South collection is as much about ethics as it is about aesthetics. The materials used include:
- Premium New Zealand Wool: Known for its softness, durability, and natural stain resistance.
- 100% Organic Cotton (Tarkine): Named after the Tarkine rainforest, these rugs offer a lightweight, breathable alternative that is incredibly soft underfoot.
- Non-Toxic Dyes: 100% natural, non-toxic dyes ensure that the rugs are safe for children and pets who spend their time playing on the floor.
The collection is also OEKO-TEX Standard 100 certified and produced by a brand with Care & Fair membership, ensuring ethical production standards and no child labor.
Features at a Glance: Material Comparison
| Feature | Premium New Zealand Wool | 100% Organic Cotton (Tarkine) |
|---|---|---|
| Texture | Dense, plush, and resilient | Soft, flat-weave, and breathable |
| Best For | Living rooms and cozy bedrooms | High-traffic hallways and dining areas |
| Eco-Credit | Natural fiber, biodegradable | Organic, GOTS-standard cotton |
| Washability | Machine-washable (delicate cycle) | 100% Machine-washable |
| Feel | Warm and insulating | Cool and smooth |
Choosing Your Piece: Sizing and Placement
When styling with the Wild South collection, think about the "mood" of the room you are creating. The palette ranges from the deep, moody blues of the Southern Ocean to the heritage purply-browns and warm ochres of the earth.
- For Grounding a Large Space: Choose the 300x400cm size. A large rug acts as an anchor, pulling all your furniture pieces into a cohesive conversation.
- For a Cozy Nook: The 160x230cm size is perfect for a study or a reading corner.
- Stylist Tip: Don't be afraid to layer. The organic cotton Tarkine rugs are thin enough to be layered over a larger sisal or jute rug for added texture and a "designer" feel.
The Wild South collection isn't just a home accessory; it’s an invitation to bring a piece of the Australian wilderness home. It’s a reminder that we can have nice things—things with stories, things with soul—and we can actually live on them.
FAQ
Q: Are these rugs truly machine-washable, or just "spot clean"? A: They are truly machine-washable. The Double system uses a patented two-layer design. The top layer (the rug itself) can be removed and placed in a standard washing machine. For larger sizes (like the 300x400cm), we recommend a commercial-sized washer at a laundromat, but the technology ensures the design doesn't fade or shrink.
Q: Does the rug feel like a "real" rug or a thin mat? A: This is the magic of the collaboration. Unlike many washable rugs that feel like glorified yoga mats, the Wild South collection uses premium New Zealand wool and table-tufting techniques to provide a thick, plush pile that feels substantial and luxurious underfoot.
Q: Is the rug base included? A: Yes, when you purchase a Double rug, it comes as a complete system. The non-slip rug pad is designed to grip the floor and hold the washable cover perfectly in place, preventing any bunching or sliding.
