Comfiness is a lifestyle, and everyone has their own way of seeing the world. The goal is to embrace slow production alongside each client—no rushing, just respecting everyone’s natural flow.

HLGD starts right where it should: from the floor, soft and relaxing. Based in Iztapalapa, Mexico City.

They don’t just bring individual flows to life through custom rugs—they also share curated playlists to help you ground yourself in the present.

For this project, we created a mascot that embodies everything the brand stands for: fluffy like a rug, balanced like Yin and Yang, and full of light: “The Honorable Hugo Holguín" is our brand mascot. He’s a fluffy, balanced, and lighthearted character who embodies the brand’s relaxed philosophy. Cruising on his high-flying turtle skateboard, he reminds us to take things slow and respect the flow they aren't in a rush... or are they?

We love finding new ways to bring the HOLGADO concept to life alongside our friends. That’s why we teamed up for a Terraqueo Studio x HOLGADO collaboration, designing apparel made to feel pure comfort and fluffiness.