Joshua Samuels Breaks Into the Home — And Ruins It on Purpose

British designer Joshua Samuels has spent the last few years building a label rooted in reconstruction, deadstock and a refusal to sanitise sustainability for mass approval. Now, with the launch of Broken Homeware, he’s applying that same attitude to domestic objects — and deliberately making them uncomfortable.

The debut capsule marks the first time the designer has moved beyond clothing into interiors, shifting the Joshua Samuels label from fashion project into broader lifestyle territory. But don’t expect tasteful candles or neatly packaged ideas about conscious living. Broken Homeware is confrontational by design.

“A lot of sustainable design tries to soften itself to be palatable,” says Samuels. “This capsule heads in the opposite direction.”

That tension sits at the centre of the collection. Every piece balances genuine craftsmanship against deliberate disruption: hours of darning, stitching and sourcing interrupted by crude slogans, abrasive humour and interventions that feel intentionally out of place.

The strongest example is a one-off vintage Persian rug reconstructed with reclaimed knitwear textiles featuring the brand’s evolving ‘Bones’ motif — a deliberately blunt skull-and-crossbones graphic symbolising objects that have been discarded, forgotten or culturally exhausted.

Then come the plates. Vintage 10-inch dinnerware is overlaid with slogans including “LOOKS SHITE MUM,” “BEIGE DINNER AGAIN,” and “PROPER WANK, THIS,” before being signed off with the line: “beautiful vintage tableware completely fucking ruined by Joshua Samuels.”

The bedding may be the most divisive pieces of all. Constructed from deadstock duvet covers and finished with vintage Dickies appliqué, the designs feature slogans including “SECOND HAND PRE-CUM SHEETS” and “MY GIRLFRIEND FAKES IT.”

It’s sustainability without the performance of virtue. Less wellness retreat, more real life.