Husband and wife team Danielle and Rob Reid set up their online store, Folklore, with a simple ethos in mind: better living is possible through design. Initially an online store, the couple opened their first shop near their home in Islington January 2012.

Folklore’s product range includes homewares, furniture, lighting, art and lifestyle goods all sourced to find the best craftsmanship, quality, simplicity and durability. Some are antique, some are made from recycled materials and some are handmade, but all are made with a concern for the environment.

The company believes that ecology and ethics should form an integral part of good design. Folklore curates an edited collection of goods where the story ahead of the products is as important as the story behind them and only work with suppliers who share their belief that good design is mindful design.

The Islington shop interior was designed by Folklore themselves, with old floorboards arranged diagonally behind lengths of rope suspended from metal railings, which supports hanging shelving made from reclaimed scaffolding planks.

The company recycles waste, keeps packaging to a minimum and uses the most sustainable transport options available. They also donate 15% of their profit to Shanti Microfinance, a not-for-profit organisation that promotes entrepreneurship and sustainability in India.

Folklore has collaborated on exclusive furniture pieces with a number of leading designers including Soren Rose Studio in Copenhagen and Hendzel+Hunt in London. A range of Folklore cushion made in conjunction with artist David Shillinglaw and East London’s Working Well Trust Charity is also available.

For more details please visit http://www.shopfolklore.com/.