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Your flat and your studio are both on Lambs Conduit Street. Why do you love the area so much?

I think the area gets its particular character from having belonged to a charity (well, a public school) for 450 years, from which permeates a benign neglect, or benevolent disregard – a certain peace that comes from having always been just off the beaten track. It’s like a village that’s managed to keep its shop and pub, happens to have some good clothes shops – and to be in central London.

Sum up your approach to design in two sentences.

Essentially, my approach is to be open to my intuitional response – whether to a building, site or place. And then to stay true to it.

Is your approach to designing buildings reflected in your personal style?

Probably – a fair amount of consideration goes into what I wear each day. And a lot of consideration goes into the designing of buildings. Certainly, I try to stay immune from the passing trends of either.

What three factors influence you most when buying clothes?

Fit, longevity, and rightness – clothes tell you when they’re right.

You’re building your dream home. Where is it and what does it look like?

iraculously, it’s a sprawling yet undiscovered site in central London. All but hidden from the outside, it’s expansive within, revealing itself as you explore, with a space or courtyard for every mood. And there is room for it to evolve over time.

Quick Fire Five

Favourite Restaurant: Spring

Favourite Holiday destination: beach on the Mediterranean

Favourite Musician: (pianist) Murray Perahia, playing Bach

Prize Possession: a vintage forcola, the oarlock from a Venetian gondola

Biggest Indulgence: Living at short notice

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Flax London © 2022 | Designed by Sentio Space

About Us

Co-founded by Callum McCall and George Rutherford-Jones in 2018, Flax London is the UK's only specialist linen brand. By using different weights and weaves we champion linen as a fabric that should be worn all-year-round, not just in the summer. All the clothes are made in London and plastic free from the factory to the customer's door.

  • Brand
    • Our Story
    • The Store
    • The Studio
    • Sustainability
    • Community
  • Picturebook
  • Shop
    • Midweight Linen Shirts
      • All Shirts
      • Grandpa Shirts
      • Signature Shirts
      • Short Sleeve Smocks
    • Midweight Linen Jackets
      • Railway Jackets
      • Bomber Jackets
    • Linen Legwear
      • Shorts
      • Trousers
  • Gift Cards

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