A collaboration between H&M and Tuft Club, Outside In is a collection of hand-tufted rugs inspired by distinct lines, textures and tones found in nature.

Each rug is made using various yarns and rug tufting techniques to express earthen lines, water swirls, and leaf venations through fiber — a homage to the familiar and everyday, yet often understated elements that surround us.

These designs attempt to meld conscious home living together with textiles slow-made through tufting — bringing a sense of ease, comfort, and warmth to any space.