Since RAW was born in 2016, the brand has been in constant development. New glazes, products, and materials have expanded the Nordic and raw universe, which today includes elegant glassware, stylish cutlery, unique plates, organic teak products, beautiful placemats, to-go thermo bottles, and linen textiles. The common thread across all RAW products is their ability to be mixed and matched to create a unique, Nordic table setting.
Introducing Sandy Beige
The newest addition to the RAW universe is the Sandy Beige glaze, which will be launched during AW24. This beautiful sand colour evokes thoughts of the Nordic dunes along the coasts, where you can feel the fresh air and wild nature. Sandy Beige is a warmer and lighter addition to the RAW universe and perfect for a stylish, modern table setting. It taps into the beige trend we see in Nordic interiors and adds a little extra with its almost sparkling particles that bring the glaze to life. It is characterised by a highly reactive glaze that, in its texture and appearance, closely resembles the best-selling Northern Green, which has been a favourite for several years. Northern Green, along with Titanium Black, are two glazes that can be wonderfully combined with Sandy Beige, as the dark and light tones complement each other very well.
Strong quality and recycled clay
With the new glaze, the essential stoneware element in the RAW universe is expanded, characterised by original, handcrafted stoneware that is double-fired to achieve exceptionally strong quality. As with the other RAW stoneware lines, Sandy Beige is designed with a functional focus, making it highly practical, as it is dishwasher safe and easily stackable in kitchen cabinets.
Sandy Beige is made from solid-coloured stoneware, with a lighter clay to match the beige colour and create a complete look. The light clay is referred to as "speckled" in industry terms and is made partly from recycled clay from white stoneware products as well as recycled clay from the Sandy Beige production. Therefore, all Sandy Beige products consist of at least 50% recycled clay. Sandy Beige is just one step in the right direction towards aida's ongoing ambition for more responsible production.
A blooming collaboration
Since RAW's early days, Christiane Schaumburg-Müller Aaxman has been an important partner, particularly in Denmark, where she has become synonymous with the RAW concept and the Nordic style. With her admirable career as an actress, TV host, influencer, and entre-preneur, Christiane is a significant inspiration to more than 370,000 people who follow her life on Instagram.
The collaboration originated from Christiane's deep insight into design, interiors, and fashion, as well as her ability to translate these into modern style products. Christiane has provided constructive input during the design processes and has had a significant influence on the shapes and colours in the final designs.
Family-owned Danish design house behind RAW
Today, the RAW concept is sold in over 40 different countries, and behind its success is the design house aida – a Danish, family-owned company with more than 70 years of experience. Since 1953, aida has launched timeless collections with quality and creativity at the core. In addition to the well-known RAW universe, aida's range includes everything from the classic white porcelain 'atelier' to the latest 'LIFE IN COLOUR' universe, which features the Confetti set consisting of 8 shapes in 10 beautiful colours.
Dansk