Sjoerd Vroonland (1985) studied at the Hout- en Meubileringscollege in Rotterdam and also graduated from ArtEZ Academy, specializing in product design. Today Vroonland runs his own label from his atelier in Amsterdam. His innovative products are inspired by classic designs and are created using materials, techniques and shapes that we are all familiar with. From the archetypal saddle to the antique clothespin, Vroonland uses the best features of time-honoured design and finds new ways to apply them, combining contrasting materials. Instead of hiding all technical details, the designer focuses on the beauty of construction. The result is both pure and poetic.