No Early Birds is a modern Swedish furniture company created by architect Per Söderberg and creative director Peter Simonsson. During their extensive experience in the creative industry, the team saw a lack of responsibly manufactured and uncompromising furniture. This was the start of New Habits; a series marked by a basic formal language that utilizes a limited set of parts to create a full range of products.
Per Söderberg and Peter Simonsson have over 20 years of work experience in the fields of interior design, architecture and fashion, which is very visible in their aesthetic — the way they use and combine different materials, shapes and finishes. The main powder coated metal structure featured in their range, reminiscent of bird’s legs, is very architectural in its appearance and in the way it almost carries the other structures on its shoulders. In an attempt to reduce and refine their production and construction they have created a unique fixing system, where the connector is the tool used to assemble the tables and chairs. The chunky metal rings and fixings in various colours bring about memories of childhood games, which perhaps is a part of their democratic view on design. And isn’t design at its best when something just feels effortless, easy and almost obvious?
“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.