The brand describes its collection as conveying "the energy of natural materials and essential forms dictated by such basic needs as sitting or illuminating a room or by needs that are still unobserved, but which are suggested by an original function of a common object. This is why each product is built with materials selected for their self-regenerating properties, such as wood, cork, bamboo, glass, natural textiles and eco upholstering, obtained by sustainable production methods. A set of features that flows together into an aesthetic pleasure made of tactile and olfactory emotions, which grow and customize on everybody own personality."
In this initial stage, Discipline has been working with 13 designers from 10 different countries: Lars Beller Fjetland, Pauline Deltour, Ding3000, Lars Frideen, Ichiro Iwasaki, Klauser&Carpenter, Claesson Koivisto Rune, Max Lamb, Luca Nichetto, Philippe Nigro, Marc Sadler, Sibylle Stoeckli and SmithMatthias. The brand reveals that this is just the beginning, and that there are more to come.
The brand's multichannel distribution—flagship stores, franchising, e-commerce, partnerships…—is also aimed at emerging and growing markets, such as Brazil, China, India, and Australia.