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From the materials we use, to how we design, craft, recommend and deliver, we at Living DNA work to bring you responsible luxury since 2015.


Our rugs are handmade by skilled weavers in centuries-old rugmaking cities of Bhadohi, Jaipur and Panipat in India. The weavers are required to go through assessments and obtain licenses that verify healthy and safe working conditions, fair wages, no forced labour, and no child labour. Sustainable Handmade Rugs


Natural or Recycled Materials

We use TENCEL™ Lyocell fibres, jute and cotton, which are of botanic origin, produced sustainably, and are biodegradable. Our wool is sourced from farmers and sellers that meet Responsible Wool Standard's rigorous animal welfare, land management and social requirements. Our recycled PET is verified and tracked throughout the supply chain through Global Recycled Standards.

They happen to be the most functional too — look out for the unique design features of each material in our product descriptions to find what suits your needs.


 Encouraging Mindful Purchases

We go beyond products. We make the effort to offer services that encourage sustainable shopping behaviours and a circular economy.

Home Trial

We bring your selections to the actual intended space, helping you make the ideal choice and buy only what you need.

Physical Showroom

Experiencing our products nurtures an appreciation of the value of handmade. Wasteful purchases, as well as carbon footprint of returns, are reduced.

Professional Rug Cleaning, Alterations

To lengthen our product lifespan and lessen the likelihood of disposal, we offer professional cleaning services, size alterations, and repairs.

Disposal Service

Our disposal service redistributes rugs in serviceable condition to the needy.


Low Environmental Impact Process

Traditional methods of rugmaking require little to no electricity and produce minimal waste.


Preparation of rug yarns are done by operating a spinning wheel with hands and feet.


Colours are mixed by artisan dyers, then they are sun-dried. No electric drying methods are used. In larger rugmakers we work with, the water used in dyeing is treated and re-used for the next dyeing rounds. Some of our collections are designed to be un-dyed to save on water and chemical use.

Handloom & Handknotting, Finishing

Majority of our designs, including our signature Alchemy, are constructed in the handloom, a wooden device operated by weavers by hand. Our premium rugs are handknotted; threads are tied one by one to a base. Further finishing techniques are applied by hand to beautify the rug. No electricity is used.


To create patterned rugs affordably, our artisans use a tufting gun, a low consumption tool. The rugs created through this process have good longevity.


Mindful Operation


We adhere to higher-than-average standards for pile density, colour fastness, binding, stitching and finishing. Our quality control process is stringent and takes place at early stages so that there are no rejected or disposed products. We discontinue product lines that do not deliver durability.


Recycled cardboard is used for internal packaging. Plastic is only used as a layer of weather-proof external packaging during transit due to India and Singapore's climate conditions. When possible, our delivery crew collects the plastic after delivering to your home, for reuse.


We practice efficient shipping consolidation. Routing apps and customer notifications are used for client deliveries to minimise mileage and maximise delivery success rates.

A Note from our Founder

Thanks for reaching this point on the page! I'm glad to know you care.

Sustainability is nuanced, not binary. It is an ongoing effort, not a one-time job. The sustainability topics we described can be simplified into five aspects that vary from product to product, aspects that I use when sourcing for or designing our pieces.

  1. Product – durability, longevity, aesthetic value

  2. Process – energy usage, recycling, logistics

  3. People – human rights, preservation of heritage and culture, well-being

  4. Packaging – material type and usage

  5. Planet – biodegradability, responsible of natural resources, animal welfare

We are in the process of developing a Sustainability Scorecard, a system that will rate each of our products according to the said aspects. It will also allow us to objectively assess our achievements in initiatives and identify areas of improvement per product. 

For instance, our cotton rugs score high in Process & Planet but low in Product (the lifespan of a cotton rug is a lot shorter). We are working to transition the product line to Recycled PET to improve its Product score.

If you'd like to know more about our efforts or have ideas for improvement, I would love to hear from you.