Stoov®: Stylish Design with a Clear Conscience


Stoov® launches selected design products made from recycled felt in collaboration with the social organization i-did.

The Dutch lifestyle brand Stoov® is known for its stylish design heated cushions, which are distinguished by innovative functionality and timeless design. The brand’s corporate philosophy places special emphasis on sustainable thinking and action, continuously striving to reflect and further develop this in its product portfolio.

With the launch of the limited Stoov® x i-did collection, Stoov® takes another step in this direction, presenting selected Stoov® products made from recycled felt in collaboration with the Dutch textile company i-did. The partnership with i-did is the first of its kind in Stoov®’s brand history and is built on shared values.

Sustainable & Fair – Design with a Mission

The felt used in the Stoov® x i-did collection is obtained from recycled textiles such as old uniforms and non-wearable consumer textiles that would otherwise be discarded, at the i-did factory in The Hague. These materials are then transformed into the products of the Stoov® x i-did collection, which are carefully handmade by individuals who, for various reasons, have not worked or have never worked before and are given the opportunity to be integrated into the labor market through i-did.

Sustainability and a socially friendly work environment are very important to us at Stoov®. With every decision we make, we always keep the future in mind. Therefore, we are especially excited about the collaboration with the social project i-did, which shares these values with Stoov®. With the Stoov® x i-did collection, we want to highlight even more the possibilities of creating stylish, sustainable products that prioritize people and the environment.

Lse van Loon, Director Brand & Communications

Natural Color Palette

Inspired by the uniqueness of nature, Stoov® launches the limited felt collection in four mottled shades – Marble Gray, Moss Green, Dune Beige, and Storm Blue – reflecting the natural elements and their colors and textures. The limited Stoov® x i-did edition includes the popular PLOOV heated cushion in 45 x 45 cm size, as well as the PLOOV cushion cover in 45 x 45 cm size, available in all four colors.

The practical Stoov® BAG carrying case for storing the PLOOV 45 x 45 cm in Storm Blue and Dune Beige, as well as the BASKET storage basket in Marble Gray and Dune Beige. The Stoov® x i-did edition is now available in the Stoov® online shop at