No-name design: Price sensitive collection Established in Milan

Milan – Today sees the launch of Estd by Established & Sons, a collection of functional, everyday items aiming to ‘highlight and enlighten a habitual action’.

‘The items derive their value not from the reputation or the celebrity of their designer,’ says co-founder and CEO of Established & Sons Alasdhair Willis, ‘but from the articulation of the Established & Sons truthfulness to excellent and accomplished industrial design.’

‘Anonymity allows our designers more freedom to experiment and work in an area they had not worked in before,’ he adds.

The collection will be available on retail partner Yoox’s website. Keen to move away from its reputation for producing limited edition pieces, Willis describes the new collection as ‘price sensitive’, reiterating the company’s core philosophy that ‘design is about design regardless of the pricepoint’.