We’re stepping into the world of artist Louis Groeneveld, whose work blends natural textures, emotion, and craftsmanship. Together with Merrell 1TRL and the iconic Merrell Wilderness, we explore Louis’ creative process, his connection to the outdoors, and the quiet power behind his tactile pieces.
Louis never expected to become an artist. With a background in Technical Business Administration, a career in the arts seemed far-removed. Yet the spark had always been there. As a child, he loved creating objects to sell on the King’s Day markets, obsessing over how his small “stall” looked. “That urge to build something with my own hands and make someone else happy with it has always stayed with me,” he explains. Years later, when he purchased his first home and couldn’t find artwork that resonated, he decided to make it himself. Sharing his creations online quickly led to requests for custom pieces and what started as a hobby grew into a full artistic practice.
Finding the confidence to call himself an artist took time. “I always thought you had to be very eccentric to earn that title,” he says. “Now I know there are many forms of art and many types of artists.” Today, Louis draws heavy inspiration from storytelling within the industry, particularly admiring the way Jacquemus weaves personal memories and family heritage into each collection. As a deeply family-oriented person, Louis channels that sentiment into his own work. Several of his pieces carry the names of family members, a way for him to immortalise the bond he has with them.
His choice of linen and clay is intentional. Linen has always fascinated him: “The way it moves is magical. It’s solid yet fragile, powerful yet simple.” By pairing linen with his handcrafted clay coating, he creates pieces that appear soft from a distance, yet reveal a completely hardened structure up close. “I love playing with that tension. When someone says: ‘I thought it would feel soft,’ that’s the best compliment.”
Nature is central to Louis’ process. He studies the way organic forms move and evolve. Waves, tree grains, shifting sand, he's letting those movements guide his patterns. “I never fully know what a piece will look like,” he explains. “Every line finds its own place, just like everything in nature has a purpose.”
Spending time outdoors is essential to his inspiration, which is why footwear matters to him. “A shoe needs to have presence, but comfort is equally important when you’re out exploring,” he says. He gravitates towards silhouettes with depth in material and texture. For him, the Merrell Wilderness balances utility with a strong character, the kind of shoe that supports long walks while matching the energy of his craft.
When people view his art, Louis hopes they feel a sense of calm. Observers often tell him they recognise something familiar: a forest, the sea, the moon, or even flowing curtains. “Someone once told me the artwork looked like it was smiling at her, that was incredible to hear.” For Louis, the beauty of textile-based art lies in that moment where the abstract becomes recognisable.
One of his most meaningful experiences happened recently during an art programme in Barcelona, where a fellow student identified one of his works without knowing it was his. “He said the piece looked like me, like my personality. That was one of the biggest compliments I've ever received.”
Looking ahead, Louis feels grateful to already be living his dream. He just signed for his first external studio, a milestone he describes as “a blessing”. Still, he’s full of ambition: travelling to breathtaking locations to gather materials, creating new bodies of work, and sharing his art across the world. And if he could shoot for the stars? “I’d love to create a piece for Jacquemus for a boutique, the headquarters, his home… or all of them.”
Discover the work of Louis now in the Baskèts Jordaan store, and shop the Merrell Wilderness available online or in-store
