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Founder & Creative Director @whoiswilliamwhite Creative Director @therugcompany
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williamwhite.com-
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Recent posts
I spoke with the divine @rebeccasuhrawardi for @forbes about @therugcompany and @whoiswilliamwhite, creativity as constant contradiction, origin stories, roots, taste, techniques, and most importantly feelings!
Read up and join me on this magic carpet ride, there’s room for everyone… just ask @sarabyworth. :-)
13 Jun 2026
A journey with @lofficielusa inside the @whoiswilliamwhite world… talking ritual, material, craft, and of course drapery.
Thank you @gracemarie.16 for the beautiful story and @sarabyworth for being a ritualistic star.
Photos: @brettwoodwould
02 Dec 2025
Talking @whoiswilliamwhite on Canal Street with the iconic @nypost — what a dream!
Thank you @willzimm @nynext for the great story.
Shout to our North Canal (NoCan) neighbors: @drakesdiary @merzbschwanen @knickerbocker @thebkcircus for holding down the fort and allowing us to join the club.
21 Jan 2026
LE STYLE WILLIAM WHITE: Vol. II
It’s an acquired taste…
Three flavors of @whoiswilliamwhite DUVET in our signature corduroy, ready to be mixed and matched… or pulled open for a much needed respite (see slide three).
Antique and vintage textiles about: a 19th c Uzbek suzani on the wall, a vintage South Persian Gabbeh on the floor.
Drinks tables à la A, B and D (C was either at lunch or on strike) standing at attention with candles this time in lieu of flowers.
Our classic Studio Slipper Chairs covered in white canvas and their friend, also on wheels; the Studio Table shining in his glossy white grandeur, waiting to be swirled around for whatever the occasion calls.
The rest is dotted with vintage and antique finds from around the globe, for story, for soul, for grounding. And of course, function as well.
That’s it really… just follow your heart and the rest is easy.
Love,
Will
08 Nov 2026
New York welcomes The Studio.
Under one downtown roof, friends from the worlds of fashion, interiors and design gathered to celebrate @christopherjohnrogers and The Rug Company, with the full collection, years in the making, as their backdrop.
Shaped by many hands. Now, celebrated by many friends.
07 Nov 2026
Creative collaboration is the heartbeat of the world today, and history shows that’s always been the case.
It is with great pleasure that we birth a very visceral version of this tale: introducing @christopherjohnrogers for @therugcompany.
From its inception in 1997, The Rug Company has been the global leader in giving creative visionaries a platform to express their craft in new medium, creating masterpieces for the floor. From the very first collaboration with Marni, to the heroic names you know like Alexander McQueen, Vivenne Westwood, DVF and so on… we add Christopher John Rogers to our roster of Icons.
Working with Chris has been a great pleasure. He is a man of extreme talent, kindness, curiosity and humor. Our team has had an incredible journey bringing this to life. From the studio to the mills to seeing these in situ traces the entire ecosystem of creating a Rug Company rug.
Months and months of dyeing and knotting and cutting and washing goes into every piece. We’re going to share that journey with you, so stay tuned.
For now, enjoy the beauty and follow along as we reveal the process over the coming weeks.
More soon! X
Photos: @attear
06 Nov 2026
I learned something new today... hip hip hooray.
I always knew Brancusi’s studio as a cloud of white plaster dust with the BDE of wood, bronze, and stone... until today. Turns out Brancusi had quite an appetite for color!
He used painted canvases and richly colored fabrics as backdrops for his sculptures, experimenting with how color, light, and shadow could transform the way we see an object… and how he wanted us to see his. There were deep blues, brilliant reds, and blacks… his studio was as much a stage as a workshop.
Rumour has it that a great red drape consumed one wall, ultramarine blue another, and sculptures were concealed beneath drop cloths, waiting for their turn to be revealed.
I love the idea that part of the experience was the anticipation of what lay beneath. He didn’t want to give it all away... created a little mystery, a little romance, a little theater… a very human experience.
Brancusi: The Artist and His Studio is now on view at @themuseumofmodernart. Go see it!
31 Oct 2026
It’s PERFECT LOVER season... finally!
As the weather turns, and Venus rises from the underworld, we turn to the ones we love most. The ones nearest and dearest to our hearts, minds, bodies and souls.
Perfect Lover is an idea... an invitation to bring human connection to the forefront of conversation. To make room for love, harmony, sharing, gathering... for one another!
In the @whoiswilliamwhite system of living, this looks like gathering friends in our salon, an atmosphere replete with plump Duvet chairs for plopping and bottles for popping. Basking in the glory of culture from around the world, celebrating friends launching books (congrats @valledevalle @sarahgharrelson !), sharing space and time in Paris, London, New York, and wherever else the world takes us. Finding a little of ourselves in each other along the way.
More than anything, it’s a feeling. I wake up with this feeling every day and I think you should, too. However you find your way in, remember that YOU are the Perfect Lover, and no one can tell you otherwise. There is love to give, life to live, and a whole world to fall in love with.
See you soon, somewhere in Perfect-Lover-Landia... I hope!
Love,
Will
30 Oct 2026
Ahead of @thesalonny, we gathered at the William White Loft for “By Design, From the Beginning,” an intimate conversation presented in collaboration with @cultured_mag’s Cultured at Home and @whoiswilliamwhite.
Interior designer and Salon Design Council member Andre Mellone, Alexandra Cunningham Cameron, and Will Cooper explored the formative experiences that shaped their creative perspectives. They discussed childhood environments, the objects that first sparked their imaginations, early inspirations and the journeys that led them to discover their individual creative voices.
Thank you to our panelists, our hosts, and everyone who joined us for such a thoughtful evening.
Continue the conversation at Salon Art + Design, November 4–8 at the Park Avenue Armory. Visit the link in our bio to purchase tickets.
Photos by @westonkloefkorn
27 Oct 2026
We're delighted to have @wtcooper on the 2026 Design + Art Advisory Council.
We asked him: "What’s one question you always ask a dealer or gallerist before recommending a
piece to a client?"
He said: "Provenance. I’m also interested in the more human version of this idea. Who owned it? Who were they? Where did it live? Why was it made? Has it been altered? Those stories give an object another dimension. I like things that have had a life before they arrive in one of my rooms."
Will Cooper is a designer, creative director and hotelier whose work spans hospitality, interiors, residential design, furniture, product and brand. Today, Cooper works across several interconnected creative practices. Through WTCooper, he leads interior, hospitality and creative direction projects for private clients and brands. He serves as Creative Director of The Rug Company, shaping the company’s creative vision and storytelling, and is the founder and creative director of William White, his independent label spanning furniture, objects, apparel and ideas for living.
Join us for @thesalonny November 4-8! Purchase tickets at the link in our bio.
Photo courtesy of Will Cooper
26 Oct 2026
An Evening in Paris
Supper among friends, stories shared and Paris at its finest. Thank you to all who joined us. À très bientôt.
23 Oct 2026
At The Rug Company’s Table
While Frieze drew the art world to London, our Creative Director Will Cooper set a table in the heart of Mayfair for an intimate lunch with friends from across design, art and beyond. Together, we celebrated the launch of our Ground Rules collection and shared a glimpse of what lies ahead.
16 Oct 2026
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