"The Rolls-Royce of yoga mats" - Vogue UK

About Us

Furö Studios is an eclectic design studio founded by Frida and Jesper Starvid, passionate architects and reluctant yoga nerds. In 2016, Frida was roaming the world, having decided to leave architecture behind and was planning to explore life as a surfer in Mexico. However, coming home briefly to repack her bags, she met Jesper, then partner at a large architecture firm. Within a couple of months, Cancún was replaced with Stockholm. Nowadays, aside from running Furö Studios with Jesper, Frida works as a yoga teacher in studios as well as teacher trainings in Sweden and internationally.

In spirit, we are living in a bungalow on a beach with nothing to worry about apart from where the next wave comes from. Our real life, however, is in central Stockholm; there are kids in the house, full time work to fulfil, dinners to cook, and drinks to be downed. In the mess of daily life, yoga can be somewhat of a lifesaver. However, these two things – normal life and yoga - can feel divided. The vision of Furö Studios is to bridge this gap, delivering top quality gear without sacrificing style and design on the way. With our architectural background, we draw inspiration from art, design and fashion and combine this with our deep knowledge about how the body works and moves during yoga. For us, it is in the mediation between the user and the world that a design acquires meaning.

The name Furö is derived from a little island on the southeast coast of Sweden, a place where one summer we were brought out to explore by a local fisherman in his boat. It was a scorching hot 40-minute boat ride over a sea that lie flat and mirror-like. Once ashore, we found ourselves on a tiny island comprised of 500-million-year-old sandstone, inhabited by nothing but one old fisherman, some rare Caspian terns and a couple of Swedish birch trees. This island symbolizes our Nordic roots – the harshness, the raw nature, the simplicity in its shapes and appearance. It´s a natural minimalism that creates space for sound, sense and discernment. Important pieces of the tranquillity found in those expressions are embedded in everything we do. We picked the name Furö Studios to pay homage to that.

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