Slow is a sofa brand with sustainability to the core. Founder Greig Robinson explains what inspired him to make a difference
Slow: Redefining Sustainability in Furniture
Slow, a sofa brand based in the picturesque Yorkshire Dales, has taken on a revolutionary mission: to become the healthiest, most sustainable furniture brand in the market. By using non-toxic, natural materials and championing longevity over landfill, Slow offers a refreshing antidote to the fast furniture culture. Founder Greig Robinson shares the journey and vision behind the brand’s commitment to creating enduring, environmentally responsible furniture.
The Inspiration Behind Slow
Greig Robinson’s journey into sustainable furniture began with frustration. After purchasing a new sofa from a well-known high-street brand, he encountered poor quality and unnecessary waste when the seat collapsed and a replacement also failed. This experience illuminated the widespread issue of disposable furniture and inspired Greig to create a brand rooted in quality, sustainability, and health-conscious practices.
“Slow is more than just a furniture brand – it’s a movement against the culture of disposable, fast furniture,” says Robinson.
An Exclusive Interview with Greig Robinson
Long before Slow was launched, were you working in the interiors/sofa industry?
I have a digital product design background, where I’ve supported organisations across various industries in creating, launching and scaling digital products and services.
Was there a particular moment that inspired you to make Slow a reality?
I’d saved up for my first-ever new sofa after moving into my new flat. When it arrived, it looked perfect and completed the room just as I’d imagined. But within six months, the seat collapsed. They sent a replacement, but this time, part of the cushion seam failed. The quality from this well-known high-street brand was shockingly poor – and each failed piece created unnecessary waste. It was frustrating: weeks without a sofa, wasted materials, and the realisation that if this was happening to me, it was likely happening to others too.
How big a problem is sustainability in the industry?
This issue is enormous. Simply put, most sofas today are neither built to last nor designed to be reupholstered. Warehouses are piled high with returned sofas – products that quickly failed or disappointed. In many cases, cheaper materials are prioritised over quality, many of which are non-biodegradable and treated with harsh chemicals to meet fire regulations.
Did many others buy into your vision?
I think consumers are becoming more discerning, especially when it comes to the quality and sustainability of the products they bring into their homes. More people are realising that furniture isn’t just a temporary purchase; it’s something that should last and feel good to own over the long term. There’s a growing awareness around the hidden costs of cheaply made, disposable furniture – costs to the environment and to our well-being.
When I share Slow’s philosophy of building with quality, sustainability, and longevity, it resonates with a lot of people who are tired of “throwaway” furniture. They see the value in investing in pieces that are thoughtfully designed, built to last, and made from natural materials.
How did you launch the brand?
Our plan as a brand is to offer a thoughtfully crafted collection of sofas, each inspired by silhouettes that stand the test of time. We don’t chase trends; instead, we focus on designs that feel relevant, season after season. Each piece in our collection is made to be enduring, something that complements a space not just for now, but for years to come.
What has the response been like?
The early responses have been really positive, and many of our customers are aligned with our values of quality, sustainability, and timeless design. They appreciate the craftsmanship and the emphasis on natural materials, and they’re excited about owning a piece that’s designed to last.
Where do you start with ensuring what you do is sustainable?
Firstly, we actively advocate for reupholstery. This is always the most sustainable approach, and it’s a service we offer to our customers. Our sofas are designed and manufactured to be reupholstered time and time again, extending their life significantly. We also pay close attention to where our materials are sourced, ensuring they carry certifications that are the best possible for the environment, such as GOTS (Global Organic Textile Standard) and FSC (Forest Stewardship Council).
What natural materials do you use?
Our sofas are made almost entirely from natural materials, with the exception of the springs. The top fabric is often the only component that may introduce a synthetic element. Otherwise, we use materials such as beech, poplar, natural latex, coconut coir, wool, and cotton throughout our sofas. Each of these elements is chosen for its durability, comfort, and environmental responsibility, aligning with our commitment to sustainability.
How do you aim to make your sofas long lasting?
It all starts with the frames. We’ve poured over 30 years of cabinet-making expertise into crafting sofa frames built to last a lifetime. Another crucial element is the seat cushion. We use natural latex in our cushions – a far superior material in terms of durability. Put simply, this means our cushions stay plump and look new for much longer, providing lasting comfort and quality that withstands everyday use.
What would we find in your Yorkshire Dales workshop?
A great cup of Yorkshire tea! Along with us, an extensive range of fabrics and a collection of our sofa models. We always recommend getting in touch with the showroom to find out which models we currently have available.
Do your surroundings inspire what you do?
Absolutely. Living and working in such a beautiful part of the UK has only deepened my commitment to sustainability. But, over the years, I’ve seen the effects of changing weather patterns – wetter summers, milder winters – which are constant reminders of the impact of overconsumption and waste. This inspired me to do my part by building a business that prioritises environmental responsibility. At Slow, we’re committed to creating durable, thoughtfully designed sofas that honour both the beauty of our surroundings and the need to protect our planet for future generations.
Which of your designs are proving to be particularly popular?
Our most popular design is the Croft. It’s a firm favourite – exceptionally comfortable and versatile enough to complement many types of interior spaces.
What have you recently launched?
The Haberside is our newest sofa, now available to view on our Instagram. It originally came from a collaboration with a client, and we loved it so much that we decided to include it in our range.
What are your hopes for 2025?
We’re planning to introduce at least one new sofa to our range, inspired by a classic design. We’re also expanding our network of interior designers who are looking to work with a manufacturer dedicated to creating furniture with a conscious approach to environmental impact.
Slow is setting a new standard in the furniture industry by prioritizing sustainability, health, and longevity. With thoughtful designs and a steadfast commitment to reducing waste, Slow is proving that luxury and environmental responsibility can coexist seamlessly.
Visit slowsofa.co.uk to learn more and explore their collection.
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