Made for Good – noho move from Cult Design
Australia & New Zealand

Words Sarah Sivaraman

In Māori language, ‘noho’ means to sit, stay, dwell, live. This word, and the action and intention it embodies, forms the foundation upon which noho, the furniture brand, has been built.

With its roots in Aotearoa New Zealand, noho has always recognised the connection and kinship that exists between humans and the natural world. The brand produces truly values-driven design, making sustainable practice a part of its DNA, rather than an add-on initiative.

noho designs furniture with a simple elegance, furniture that has lasting appeal and versatility to fit with changing tastes and changing lives.

Not only are noho products made to be treasured they are made to last, built and tested to commercial standards to ensure quality, durability and longevity. noho products are manufactured in Aotearoa New Zealand, enabling the local design team to maintain exceptional quality control, as well as conscious waste reduction. Every part of the brand’s practice is considered for how it might further reduce carbon emissions, from production, which is 82% powered by renewable energy, right down to space efficient freight-packing. As well as upcycling waste materials for product manufacturing, noho takes care to use 100% recyclable packaging.

noho’s debut move chair is made from ECONYL, a product that turns reclaimed ghost fishing nets and end of life carpet into regenerated nylon. This innovative design is informed by human physiology – it is a chair that moves with the body and supports correct posture. The auxetic mesh seat offers a four-way flex, responding to movement and facilitating the range of motion required in our increasingly sedentary, daily lives. This supports well-being by eliminating pressure points while sitting and improving circulation. With its ‘forward-tilt’ and ‘recline-flex’ motions, the chair will move with the sitter, holding them in form-fitting comfort as they work, play, eat and rest.

Aesthetics have not been neglected amidst the innovation and sustainability. This too, is embedded within the steadfast values of the brand. noho designs furniture with a simple elegance, furniture that has lasting appeal and versatility to fit with changing tastes and changing lives. Amplifying this function are the swappable chair toppers, made from New Zealand wool, that allow noho move chairs to be customised in a rich range of colours.

noho exemplifies working with integrity, ergonomic design, engineering expertise,

and an unwavering care for and commitment to the environment. The brand embodies a connection with nature that extends beyond superficiality to a respectful and responsible place of cohabitation. noho furniture, available from Cult Design, offers beautiful, life-enriching furniture, created for sitting, staying, dwelling, living.

Published 12 June, 2021
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