Beautiful, Practical & Accessible Without Compromise: Jono Fleming x Double’s Rug Collection.

Jono Fleming X Double’s new Wild South rug collection is inspired by Tasmania’s rugged landscape. Location photography: Nic Gossage.

Ember Rust.

Steel Blue.

Yellowtrace covers design across the whole spectrum—from affordable gems to eye-wateringly expensive and exclusive pieces—but if you know me personally, you’ll be well aware my core philosophy is that good design should be accessible to all. Nothing makes me more passionate than discovering products that are practical and well-priced, while still being designed with utmost care and a design narrative that encourages people to push themselves out of their comfort zone.

Enter the Wild South collection. Born from a genuine friendship and inspired by Tasmania’s rugged landscape, this collaboration between Double and Australian designer Jono Fleming perfectly embodies this philosophy.

One unforgettable boat ride along Tasmania’s southern coastline became the inspiration for one of the rugs in the collection. Jono, who got married in Tasmania and returns there constantly, has poured years of personal connection to the island into these designs. The resulting rugs aren’t loud but definitely aren’t shy either, each one designed to make you feel like you’ve “arrived somewhere that has a story.”

Using premium New Zealand wool and 100% organic cotton (tarkine), 100% non-toxic natural dyes and completely machine-washable technology (hell yes!), Wild South proves you don’t need to choose between premium aesthetics and everyday practicality.

Available from October 8th, this collection represents everything I love about thoughtful Australian design—beautiful, practical, and accessible without compromise.

I caught up with Jono to dive deeper into the stories behind each design.

This Yellowtrace Promotion is supported by Double. Like everything we do, our partner content is carefully curated to maintain the utmost relevance to our audience. Thank you for supporting the brands that support Yellowtrace.

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Bozen's Cottage in Tasmania by Taylor + Hinds Architects.

The memory of families of blacksmiths, carpenters and pastoralists are forever cast into this cottage restoration in Tasmanian midlands. A subtle and delicate material palette and undeniable respect for past custodians defines the highly-refined project.

Jono with Ember Neutral.

Silver Blue.

Tasman Brown.

Tarkine Green.

Dana: How did your friendship with Double first begin, and what made you both realise this partnership was the right fit?

Jono: I’ve worked with the Double team over the years and always admired their quality, simplicity, and how they design for real life. We floated the idea of collaborating, and it just made sense. There was already shared language in taste, values, and creative approach—a natural fit from the beginning.

D: How did that personal connection influence your design process?

J: It gave us shorthand and trust from day one. We could be honest and ambitious with ideas, take creative risks, and really lean into the process. They let me run with an open brief and brought their expertise to shape the final designs. True collaboration built on shared ideas and mutual respect.

Hollow Tree House in Tasmania by Core Collective Architects.

Hollow Tree House peels back layers from the past, revealing a glorious 19th Century historical artefact in the isolation of Tasmania’s central highlands.

Studio photography: Nicholas Caldwell.

Inspiration & Creative Process

D: Tasmania is such a central muse for the collection. What draws you to the island, and how do you translate its landscapes into rugs?

J: Tasmania has become a place I feel deeply connected to. I’ve travelled across the island, stayed in beautiful places, eaten incredible food (a lot of oysters), and even got married there. That personal connection shaped my approach. I drew inspiration from landscape, buildings, colours, textures, and the feeling of being in those places—translating those impressions into something tactile and grounded.

D: Can you share a moment or memory from Tasmania that directly shaped one of the designs?

J: On one trip, we took a boat ride along the southern coastline and saw these incredible dolerite cliffs rising straight from the sea. The scale, stillness, and sharp vertical lines looked like nature’s architecture. That became the starting point for the Tasman rug. I didn’t want to recreate it exactly, but loved those strong, graphic shapes and wanted to bring that feeling into the design abstractly.

D: If someone walked into a room with one of these rugs, what would you want them to feel?

J: Like they’ve arrived somewhere that has a story. These rugs aren’t loud, but they’re not shy either. I want them to ground a space while sparking emotional recognition—like when you smell wood smoke or see a certain shade of blue and you’re suddenly somewhere else entirely.

Quoin Brown.

Ember Rust.

Challenges & Wins

D: What was the hardest part of bringing this collection to life?

J: Not being too literal with the inspiration. I didn’t want the rugs to feel themed or obvious, so finding the right balance between reference and abstraction took time. Getting the colours right was also a process—working with countless yarn swatches, tweaking tones until it felt just right.

D: What are you most proud of about the collection? Was there a particular “yes, we nailed it” moment?

J: When the first sample squares arrived. Seeing the texture, materiality, how it felt underfoot for the first time—it all clicked. The richness and depth of colours came through in a way photos or swatches never capture. That’s when it felt real.

Design Details & Innovation

D: Double is known for its washable rugs—how did that practical innovation shape your design approach?

J: The washable wool didn’t shape creative direction, but I always kept it in mind. These rugs are designed to be lived with—you can spill, wash, walk all over them, and they hold their shape and texture. That functionality meant being smart with scale, line weight, and colour translation. A few adjustments along the way, but the goal was always beautiful design that fits real life.

D: Which rug feels most personal to you, and why?

J: Quoin, definitely. The name and design come from quoin blocks—those strong, interlocking stones on corners of old masonry buildings. It draws from heritage cottages in Battery Point, one of my favourite Hobart spots. On any trip there, you’ll find me outside the bakery, looking at sandstone homes with kunanyi towering behind. That mix of architecture, nature, and stillness shaped the rug’s feel.

D: The colours are so evocative—do you have a favourite detail people might overlook?

J: The colours across the collection are something special. They’re not the usual tones you see in most rug ranges. Each palette was directly informed by place—purply browns of rock formations, burnt oranges of Bay of Fires, deep blues and heritage tones from Tasmania’s architecture. Every colour choice ties back to something real.

“Each palette was directly informed by place—purply browns of rock formations, burnt oranges of Bay of Fires, deep blues and heritage tones from Tasmania’s architecture. Every colour choice ties back to something real.”

Design Philosophy

D: How would you describe your design philosophy?

J: Layered, thoughtful, personal. A space should feel like you—lived in, loved, and completely your own.

D: How do you want this collection to resonate with people?

J: I want it to feel approachable but still push people a little. Whether it’s a colour they hadn’t considered or a pattern that brings back a memory, I hope it encourages bolder, more personal choices. It’s not about the latest look—it’s about creating spaces that feel meaningful and reflect personal style.

D: How do collaborations like this expand what people expect from everyday homewares?

J: They remind people that everyday pieces can still have soul. A rug can be practical and washable, but still full of design and storytelling. Double genuinely supports design and innovation, creating space for creative voices to try something new. At this price point for this quality level—that’s rare.

Wild South captures what happens when genuine friendship meets functional innovation. Jono’s personal connection to Tasmania, combined with Double’s commitment to accessible design excellence, has created something special in the Australian homewares landscape. These rugs represent stories you can live with, wash, and love for years to come.

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Architect Bárbara Fischer of Bravio Studios Transforms Handmade Rug Remnants into Wearable Art.

Innovation in design isn't just about new technologies; it's about reimagining the familiar. Bravio Studios exemplifies this philosophy by transforming rug remnants into luxury handbags.

[Images courtesy of Double. Photography by Nic Gossage and Nicholas Caldwell.]