mydeco.com in conversation with James, from storynorth.


What's the ethos behind your brand?
Our motto is "a story in wood and white" so we try to choose products that are simple in their design and use natural materials where possible. We have carefully selected our products range from small artisans such as Caroline Swift to large international companies such as Vitra. We select products that have a story to tell with each piece being as integral as any other in our portfolio.

Who is your favourite designer and why?
Pia Wallen, her designs are simple yet extremely effective and will undoubtedly remain part of design history.

Where do you find inspiration for your new collections?
Our co-founder Samantha Denisdottir is half Icelandic so takes great inspiration from nature, the rugged scenery and moody weather have been a driving force behind Story North.

Whose home would you most like to look inside?
Definitely Mies van der Rohe, he was incredibly ahead of his time and is still a leading design inspiration some 40 years after his death. It would be fascinating to see if his home and living arrangements emulated by the simple minimalism he was so famous for...

Which product from mydeco would you most like to have in your home?
It is good to see so many boutiques under one roof offering a one stop shop. I hope that by bringing boutiques together, shoppers may stumble upon new products and designers that they may have not otherwise found. At the moment I am liking the simplicity of the black and white striped cushion from Haus of Thread and am very fond of the abstract and fun designs/prints from HAM.