After a few short-lived partnerships, Stickley formed the Gustav Stickley Company in 1898. In the summer of 1900, he created his first Arts and Crafts
work in an experimental line called, “New Furniture.” He soon changed his company name to United Crafts (and then in a few years to Craftsman Workshops) and began to offer progressive furniture designs in ammonia-fumed quartersawn oak and other mostly native woods. In conjunction, in 1901 Stickley published his first issue of The Craftsman
magazine, which served as a platform to convey the philosophy behind the Arts and Crafts movement. His philosophies were deeply influenced by William Morris and John Ruskin.