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Croft House

Croft House

Showcase - Sn 1/Ep 8Showcase - Sn 1/Ep 8

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LA’s coolest furniture company takes us inside their showroom to give us a lesson in blending comfort with style and shows us how their signature Sierra chair comes together.

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Transcript

- You know, when we started making furniture, there wasn't a lot of local furniture being made. Alex and I really wanted to make quality, sustainable products. It was something that we had wanted in our own homes, and we just couldn't really find. - A lot of what was out there is kind of over-manufactured, fake looking, so to be able to utilize very natural materials and let them be the representation and the focal point of a piece was something that we tried to lean into. I am Alex Hugel. - [Riley] And I'm Riley Rea. - And we are the owners of Croft House. Croft House is a furniture company here in Los Angeles. We make all of our pieces in downtown LA, and we have a showroom here in West Hollywood where we do all of our designing and retail sales. We make a variety of home furnishings, sofas, chairs, tables, mirrors, and beds. - We focus primarily on California modern designs, which to us means letting the natural beauty of the piece be the focal point and then also messing with the negative space and the scale of the piece. All of our designs are large, they're open, they're airy. Croft House started in my garage, Alex and I had a passion for repurposing local materials and stuff that we'd find, specifically reclaimed wood, and we'd just really enjoyed the face to face interaction with customers, where we'd build them something special for their home. I don't think that we ever set out to start this amazing furniture company, we just needed a table, so we built a table, and people really liked the table. And then the people that bought the table wanted a bed, well, we're like, I guess we can figure out how to build a bed. So it wasn't until years later that we realized we had this company and this point of view. It was sorta subconscious the entire time. - The Sierra chair is designed based on the idea that I wanted to fall into a giant pile of pillows, but in a sophisticated adult way. - I've always loved the look of sling chairs. I love how minimal they are, how they don't take up a lot of space in the room. So it was this awesome combination of this amazing minimalist chair, but it has the comfort of a La-Z-Boy. - Most of our designs start as a concept, which we'll put initially into a drawing on the computer, we'll brainstorm together, work out a lot of the details as far as we can tell, and then we'll bring it downtown and we'll workshop it again as we're bringing it to life. - [Ray] We thought steel would be the best option for the frame on the Sierra chair because we could have a much thinner profile and that would allow us to have the chair be as minimal as possible, and as close to a floating beanbag as possible. - The steel is all made out of the same stock material, which is a hot rolled steel. The steel that we have comes in 20 foot lengths, which is clearly larger than we need for the chair, and we have this amazing machine that uses 50,000 tons of pressure, and we literally sheer it off to size. Once all the steel for the Sierra chair's cut to size, we put together the frame. Part of the process in putting together the frame is welding the four bars that comprise each of the sides of the Sierra chair. We'll weld each of those four bars at their joints to create a square basically, we'll do it simultaneously for both sides so that we know that they are the exact same size. Once we have those done, we weld the crossbars to join the two sides, one in the middle in the front, one in the bottom in the back, one in the top in the back. - Now that we have a finished frame, we'll take it and we'll prepare the metal for it's finish. Welding creates excess metal, and it can be a little sharp, so we'll grind that off. After the steel is prepped and all of the edges are smooth, we will apply a clear metal finish to the piece using a spray gun. - A clear polyurethane helps to protect the steel from corroding or rusting, at that point, we'll send it over to our finishing area so that it can be prepped for the upholsters. - The straps are critical, because they have to be the exact length. A little too short, and you feel too upright, a little too long, and you're slumped over in the chair, so we have a very exact length that the straps neeed to be, so we'll cut all those and make sure that they're all the exact same length. After the straps have all been cut, we carefully attach them to the frame. - While our metal workers and finishers are working on the frame of the chair, our upholstery team will take the fabric, cut it off the roll, cut it to size. At that point, they'll sew it together, once we've finished sewing the cushion cover, we receive our down insert, place it in there, zip it up, and we have our cushion complete. - This cushion's made out of a high performance linen fabric, it was really important to us to have something that was both natural and cozy and comfortable, but also is gonna stand up to kids and pets. When we have a finished Sierra chair, it's the same feeling, I get the same high with every single chair, is a perfect embodiment of our story as a brand. It's something that developed out of a, hey this is really comfortable and it doesn't exist, how do we make it work, and put our own touch as far as the aesthetic. This is our life's work. It's more than furniture for us, it's something that we've invested a lot of time and love into.

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