Technology and nature drive consumer choice

Technological strides in synthetic fibres have given rise to a multitude of new carpet collections, offering unmatched softness underfoot, easy maintenance and viable end of life recycling options. Simultaneously, there has been a noticeable consumer shift towards a growing desire to incorporate natural materials into our homes and a greater all-round focus on sustainable flooring solutions.

For the second year running, sustainability, circular economy and environmental protection played a key role at Domotex, the world's leading trade fair for carpets and floorings which took place in Hannover, Germany on 11 to 14 January 2024. This included four Green Collection Awards, which were split into categories to reflect different aspects of sustainability, ranging from using sustainable materials, evaluating flooring emissions, demonstrating sustainable production, and the social responsibility of employees. 

Sonia Wedell-Castellano, Global Director of Domotex said,

"In a world where resources are becoming scarcer and the consequences of the climate crisis are starting to hit us more frequently, sustainability must become an integral part of everything we do. That is why we have made the decision to maintain and expand our value-based keynote theme Floored by Nature and the special display The Green Collection.

If you set a scientist the task of creating the perfect future fibre for flooring, they’d find it hard to match the many advantages of wool. This natural, rapidly renewable material has been an integral part of every Ulster carpet for over 85 years. Soft and luxurious to the touch and easy to maintain, wool is also durable, anti-allergenic and a natural insulator.

Even the waste from this amazing material can be reused, with wool dust being recycled as a natural fertiliser by Yorkshire farmers.

Using predominantly British and Irish wool, every year the equivalent of 1.47 million fleeces of wool is processed by Ulster Yarns, an Ulster Carpets Group company, for use in Ulster’s carpets. Every Ulster carpet uses at least 80% wool, with a number of 100% wool carpets also available, including the Natural Choice Collection.

While many people instinctively think that wool is white, nature
had gifted us with different sheep breeds that have naturally different coloured fleeces. This undyed wool is transformed into
a variety of different carpets, including Natural Choice Axminster,
the Wilton range known as Natural Choice Plains and the tufted
loop Natural Choice Textures.

This Collection showcases wool at its very best and gives home-owners plenty of choice to find the colour and style to match their home.  

The natural benefits of wool can also be found in Axfelt Triple Layer Underlay from Ulster Carpets. Made from 100% recycled materials such as recycled yarn and wool fibre, wool rich carpet waste and rubber made from recycled tyres, Axfelt’s triple-layer construction enhances durability, insulation and support when used with a woven carpet.  

Alternative is a leading provider of innovative and sustainable flooring solutions, committed to transforming spaces through creativity and craftsmanship. With a focus on quality, design, and environmental responsibility, Alternative continue to redefine the way we experience and interact with our living spaces.

Woosie is Alternative’s first wool and sisal mix carpet where natural fibres meet in a stylish, soft and strong carpet. The three-ply woollen yarn delivers the soft luxurious feel underfoot while the hardwearing
sisal brings rustic lustrous texture. This unique combination brings out
the best qualities of sustainable fibres which are firm favourites in
today’s interior styling.

This versatile collection works perfectly as a fully fitted floorcovering
or as a made to measure rug. Best of all, the Woosie collection not
only promises style but also comfort and durability, making it the ideal choice for bedrooms, lounges, dining rooms, home offices, stairs, or a stair runner. 

Lorna Haigh, Creative and Marketing Director at Alternative said,

"We believe that flooring is the foundation of design, and the
Woosie Collection exemplifies our commitment to pushing
boundaries in both aesthetics and sustainability. We have created three versatile designs in two natural colourways using the interwoven fibres of the wool and sisal”.

The three designs include Woosie Check available in Wild and Wonderful, Woosie Panama available in Wise and Whimsical, and Woosie Boucle available in Wistful and Winsome. All designs are constructed in 70% sisal and 30% wool, with latex backing and available in a 4m width.

EcoSense by Furlong Flooring is shaping the future of carpets with sustainable polypropylene innovation. Pioneering Future Fabrics in Sustainable Flooring, this groundbreaking carpet range takes a bold step towards eco-conscious living, placing sustainability at the forefront of interior design.

At the heart of EcoSense lies the Avondale collection, a testament
to Furlong Flooring's commitment to sustainability. Crafted from 100% recycled polypropylene, Avondale challenges
preconceptions surrounding carpet materials.

Polypropylene, often overlooked in discussions of recyclability, takes centre stage in the Avondale range, proving that this versatile material can contribute significantly to a sustainable future. Its 2-ply yarn construction combines style with environmental mindfulness, offering a sophisticated aesthetic while championing eco-conscious living.

EcoSense champions a shift in the industry, showcasing that polypropylene can be a responsible choice for carpets. Moth-proof,

bleach cleanable, and supported by a 7-year warranty, the
Avondale range ensures durability without compromising on
eco-friendly principles.

As we envision the future of fabrics, Furlong Flooring's EcoSense emerges as a beacon of innovation, challenging norms and setting a new standard for sustainable living in the world of interior design.

For more information contact:

Alternative • 01264 335111 • www.alternativeflooring.com

Furlong Flooring • 01322 628700 • www.furlongflooring.com 

Ulster Carpets • 028 3833 4433 • www.ulstercarpets.com

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