William Morris: Had the greatest influence on the Arts and Crafts movement with his writing, lectures, and work. He was influenced by Ruskin. Merges the two ideas of hand craftsmanship with decorative arts. He builds a design company, Morris, Marshall, Faulker and Company, which was later known as Morris and Company. He was a socialist, and advocated well designed goods for everyone, but then designed for the most affluent ironically.