"What do you get when you

cross a dishwasher and a

Morocco pillow? Domestic

appliances? Or a piece of

furniture? To me it's not important

if the products fit traditional

categories. Quite the contrary.

Innovative design solutions often

lies in between common

categories.

If you have design issues in 2009

it's most likely because the

ordinary products does not fulfill

the current needs.

I am interested in the needs and

issues that lies behind, that's

where I start when I design

products. Usus & You products

often end up as hybrids, outside

well known categories, based on

this approach."

Isabel Ahm. Founder of USUS.