FOUNDED
in Lascassas, TN in 2010
Holler Design is a furniture design/build studio inspired by the traditions of the American South, but informed by both modern and contemporary design aesthetics. And uniquely, each piece is sourced, designed and crafted from and on the Lascassas, TN dairy farm that’s housed HollerD owner Matt Alexander’s family for more than a century.
That wholly linear process starts with locally sourced lumber; much of which are felled trees from the Alexander Family Farm and are milled into lumber on a sawmill run by Alexander and his dad, Donald. The family lumber is stacked, dried and, after a year or two, shaped into Alexander’s designs inside the Holler Design workshop.
It’s a sustainable, resourceful and roots-rooted process that echoes the soul of the South.
The pieces themselves speak as much to Alexander’s roots as to his path as a designer and craftsman, which took him from a childhood fascination with his dad’s woodshop work to a University of Tennessee Bachelor in Fine Arts Sculpture degree. After which he earned a master’s degree in 3D Design from Detroit, Michigan’s prestigious Cranbrook Academy of Art. Before returning to the family farm Matt worked with internationally heralded product designer Jason Miller in Brooklyn and served as production detailer at Made Llc., a high-end architecture design/build in Red Hook, Brooklyn.
Farm roots and focused design studies wound into Holler Design’s bridging of classic forms and contemporary lines, which come through in everything from the individually numbered HollerD cheese boards used at East Nashville coffee stop Barista Parlor to the the sleek and stackable RolfChairs at praised Nashville restaurant Rolf and Daughters.
Every Holler Design piece is born of locally sourced and hand-selected lumber, functionally and aesthetically minded design and environmentally friendly finishes — true start-to-finish care that channels the dedicated workmanship of the past and shares a respect for — and mind on — the future.
