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re-think rustic

March 17, 2016



On his family’s old dairy farm in Tennessee, woodworker Matt Alexander creates a line of furnishings and home goods he describes as modern Southern.

The craftsman: Alexander received a BFA in Sculpture from University of Tennessee in Knoxville and an MFA in 3D Design from Michigan’s Cranbrook Academy of Art.

The company: HollerDesign was founded in 2009 in Lascassas, Tenn. Each piece – from tables and chairs to stools and cutting boards – is made from locally sourced and hand-selected lumber.

The name: It’s the Southern version of the word “hollow,” meaning a clear spot in the woods.

What’s popular: Beam stools ($399, pictured above) and cutting boards ($30 to $150).

Other favorites: Dining tables ($3,000 and up).

Claim to fame: Furniture for the hospitality industry, including Rolf and Daughters and Barista Parlor in Nashville; and Jeni’s Splendid Ice Cream in Charleston, SC.

Where to buy:


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