About Living DNA
Living DNA is a Singapore brand founded in 2015, which curates an extensive variety of rug weaving styles, textures, materials, and functions adapted to the local lifestyle and climate. From simple to intricate, the Living DNA collection is characterized by a soulful modern aesthetic.
The founders created Living DNA for two main reasons: the shopping experience they wish they had when they furnished their first home, and their love for craft and design. They sought rugmaking workshops across Asia, set up a cheery sunlit showroom with transparent product pricing, and assembled a small team who loves to decorate and cares about its customers. The brand aims to serve customers with a human touch, guiding them along the journey of choosing and caring for their rug.
Rugs are better when handmade. That’s why Living DNA’s rugs come in premium specs you would find in designer brands, less the hefty price tag. They do this by going straight to the artisans — eliminating brand-name or distributor markups, as well as antiquated dodgy carpet pricing practices — and producing rugs in bulk, so customers can purchase bestsellers off the shelf. To amp up the luxury, customers can also opt for a design that’s exclusively theirs through bespoke service.