Truly Truly is a Rotterdam (NL) based design studio. It was founded by Australian husband and wife design team Joel Booy & Kate Booy, and operates on the interface between industry and art. They run a versatile practice, creating textiles, lighting, furniture and spatial installations.

“We are constantly trying to appeal to our own desire to be surprised, captivated or moved. Our work is often sculptural or poetic, with tactility, sensuality and functionality playing an important role.” – Truly Truly

There is a focus on designing high quality products that combine technical ingenuity with new aesthetics. This results from an urge to dive deep into the production process, to push materials and techniques to their limits. Industrial processes are frequently combined with abstract organic details or forces of nature. In their work, the natural and unnatural are blurred or contrasted in new ways, putting their qualities in the spotlight to be consciously considered and celebrated.

How a design will be experienced is crucial to the core of their work. Truly Truly is a manifesto: make things properly, honestly and artfully.

Studio Truly Truly has produced designs for: IMM Cologne Das Haus 2019, The Netherlands TextielMuseum (invited by Hella Jongerius), IKEA’s PS 2017 collection, VANMOKUM, the National Glass Museum Netherlands, Cor Unum Ceramics, amongst others.

Studio Truly Truly – dutchDesign2019 from dutchDesign.


In 2017, Studio Truly Truly and Rakumba created a major body of work through their collaboration on Typography: A new language in decorative lighting.

This was further extended in 2021 with the launch of the Vela collection.



We'll take you behind the scenes with updates on our new products and collaborations, designer interviews, and upcoming events.