HollerDesign creates and constructs furniture inspired by the traditions of the American South, but informed by modern sleekness and simplicity. And uniquely, each piece is sourced, designed and crafted from and on the Lascassas, Tenn., dairy farm that’s housed HollerD owner Matt Alexander’s family for more than a century.
That wholly linear process starts with downed, dead or falling trees on Alexander’s farm, which move to CowBlade 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 HollerDesign workshop — once a general store run by Alexander’s grandfather.
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 sculpture degree, a master’s in 3D Design from Michigan’s Cranbrook Academy of Art, then a stint assisting internationally heralded product designer Jason Miller in Brooklyn.
Farm roots and focused design studies wound into HollerDesign’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 HollerDesign 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.