Jono Fleming and Double Collaborate on a Rug Capsule Inspired by Tasmania’s Rugged Beauty

Tasmania has long been a muse for designers and artists – its windswept coastlines, heritage cottages and moody palettes all tell a story of contrast.

Now, Australian interior designer and stylist Jono Fleming has channelled that same spirit into a new collaboration with local rug company Double. The result is Wild South – an 11-piece collection that captures the island’s rugged beauty in richly textured, artful form.

Fleming began the creative process by revisiting his own photo archive from Tasmania, breaking down key locations into shape, tone and texture. “I just got married in Tassie last year and have been back and forth over the past few years,” Fleming says. “It’s so varied in all the landscapes and architecture – I just love it there.”

The Ember rug – the first in the collection – draws on the Bay of Fires area in north-east Tasmania, with burnt-orange, pebble-like shapes on a cool grey ground, echoing the terracotta lichen along the coast. His personal favourite, Tasman, references the dolerite formations that line the south coast near Port Arthur. “You see these incredible stone formations all along the south coast – it feels super prehistoric,” he says. “The pattern isn’t too busy, but it’s interesting enough, and it feels really flexible to people’s tastes and styles.”

Not all the inspiration came from nature. The Quoin rug takes cues from heritage cottages around Battery Point, with soft brown blocks echoing traditional masonry corners. “There’s so much beautiful architecture and historical design down there,” Fleming says. “I didn’t want it to be just nature – it’s about place, colour and location.”

Each piece is made from premium New Zealand wool or organic cotton, with Double’s signature washable finish – something Fleming says makes them “a really practical thing to live with”. “I want people to feel like they don’t have to be precious with this sort of purchase,” he says.

For Fleming, Wild South is as much about accessibility as artistry. Prices start from $840, reaching $4050 for the largest pieces – a competitive range for handmade designs of this scale and quality. “It’s sort of that entry level into the designer side of buying for your home,” he says.

The creative process also came full circle when Fleming returned to Tasmania to shoot the campaign – at the same location where he was married. “It was a big wow moment,” he says. “Seeing the rugs in that landscape, draped over a boat shed or laid out on the grass – it felt like the vision had come to life.”

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