“We look at furniture production in a similar way as food,” Söderberg explains. The duo therefore produces everything organically and locally, which isn’t very hard as Sweden has very good wood, metal and leather resources. In addition to creating long-lasting pieces that age beautifully, the company’s respect towards its user and environment is central. The New Habit range is flat-packed and include: Table Hymn, Bench Whisper, Stool Whistle, Side table Songbird, Sofa table Shout, Shelving system Singsong and Chair Oddbird.
The New Habits line evokes questions about consumerism: how we evaluate our lives and the environment as well as the choices we make every day, knowingly or not. No Early Birds believe their clients and users are well aware of the social and environmental impact design has, and they want to create responsible alternatives.
As their name, No Early Birds, suggests, they do not wish to launch new products every season for an audience that consumes shallow and colourful ideas. They are in it for the long run, aiming to inspire and to make a real change.