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Gewoon consists of Dutch designers who focus on living products for modern urban society and for daily use. The company is based in Amsterdam, The Netherlands and was founded in 1999. Loes Wagemans and Ellis Rowold are responsible for the designs of Gewoon and they make sure that Gewoon processes traditional, and technical materials in contemporary designs. One of the favorite materials from Gewoon is wool felt; a non-woven material. Production takes place in social workshops that employ people with disabilities in the Netherlands and production companies in Eastern Europe and China.
Besides a collection of living products, accessories, and children's products, Gewoon also works in conjunction with architects, stylists, and advertising and communication agencies. Gewoon provides personal, custom design services for several clients and provides manufacturing of textile products.