GUR: Traditional Rugs Get a Modern Twist in Porto

Founded in 2012 by designer Célia Esteves, GUR (which is simply “rug” spelled backwards) takes Portugal’s traditional rag-rug weaving techniques and flips them into something bold, graphic, and unexpectedly fun. The roots are old — the look is anything but.

Célia grew up in Viana do Castelo surrounded by embroidery and looms, later studying drawing and printmaking in Porto. Her background in graphic design shows. Many GUR pieces feel like illustrations brought to life in textile form — playful shapes, unexpected patterns, even collaborations that introduce hairy legs, cartoonish figures, or bold graphic lines into the mix. What began as rugs soon found another life: many customers now hang them on the wall like textile art.

Sustainability is part of the story, too. GUR uses high-quality recycled cotton from Portugal’s textile industry, turning leftover fabric into something expressive and design-forward. Each rug is handmade using traditional techniques, often taking weeks to complete. It’s slow craft with a contemporary edge.

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Tucked into Porto’s Bonfim district, the studio feels more like a creative workspace than a traditional shop. Célia frequently collaborates with designers, illustrators, and artists from Portugal and abroad, translating their ideas into woven form. The result is a collection that feels fresh and global while still deeply rooted in Portuguese craftsmanship.

There’s something joyful about GUR. It respects tradition without being precious about it. It treats weaving as a living language — one that can stretch, experiment, and occasionally make you smile.