About Steven Parsons

Steven Parsons looks after Market Development and Innovation for Wools of New Zealand. Views are his own and not necessarily those of WNZ.

How to Buy New Carpet

Talk to the right professional.

We, the people at Wools of New Zealand get a lot of phone calls from home owners wanting to know how to clean their carpet, which type of carpet is best, what products we can suggest etc.

I suspect people are looking to buy from an internet site, to get a bargain perhaps, and are missing out on the best advice you get by talking to an interior design professional or a carpet showroom.

Of course we are always polite, and try to be helpful. We do know a lot about wool carpets. But we don’t manufacture carpet and we don’t sell carpet. We grow really amazing wool fibre that we sell to the people that do make carpets and interior textiles.

Carpet is a major investment in the look, comfort and health of your home or office. It’s worth talking to somebody who can understand your specific lifestyle and suggest the product that is going to perform.

A professional will work to your budget, take care of the installation, suggest a care and maintenance plan and if anything should deviate from the plan sort it out.

I prepared a list of great carpet stores and put them here

link to Wools of New Zealand where to but carpet site

Find a carpet shop.

The internet is great for getting ideas, researching trends, finding local stores and understanding what options are out there. Just as you would not buy a new car without sitting in the showroom model and taking a spin, you shouldn’t make a large investment in your home without understanding the features and benefits of wool carpet.

I just carpeted the stairs at home, and its looks fabulous. After having wooden stairs for a few months I also notice the home is warmer, significantly quieter and importantly much safer.   I have a dog and a teenager, so a pattern helps disguise any pet hair or teenager collateral damage.

I also noticed that visitors go “wow” and don’t just say, “Oh you got a new beige carpet”.   Our new wool carpet is awesome.

dog on wool carpet

Dogs love wool carpet

fabulous laneve carpet

This is Fabulous colour Ruby by Crucial Trading on my stairs.

Working with nature.

Some very famous brands have been talking to us recently about ethics.

Concerns have been raised about the wool fibre grown for their products. Animal activist groups, and lets be fair, who don’t really have a good reputation so far as unbiased and honest report go, claim that humans eat sheep. This is true; their claims are a worry in that they also claim that sheep are treated cruelly during their life on the farm.   At this point please be clear that they are not accusing New Zealand farmers!

 Here is the truth.

Sheep are grown all around the world. Local customs and local environments mean that standards and practices vary.

In New Zealand there are strict laws on animal welfare, good environmental management and social welfare. It’s a modern society with lots of checks in place to ensure that everything is done in a nice way.     The clean and green New Zealand brand is fiercely protected. The last thing Kiwi’s want is to be seen as out of sync with nature.

New Zealand farmers are animal lovers that enjoy working with nature. Sheep are grown for food with wool being a relatively small part of the farmer’s income. The sheep are kept in large free-range properties, are sheltered, well fed and well looked after. A happy healthy sheep is a more productive animal.

The wool is taken from sheep once or twice a year depending on the type of sheep and the type of product the wool is grown for. During the shearing process the sheep are held in pens while they wait for their haircut. The sheep are held by the shearer in a relaxed state, and do not resist this process. They then go back to the paddock.

The farmers look after the land so that it can be passed onto their children and they look after the animals so they will be productive and keep giving us wool.

Not all parts of the world are as plentiful as New Zealand enjoying as much rainfall and sunshine and a moderate climate for wool.  Third-world farming communities need our help and support so they too can reach maximum potential.

Rather the calling for a boycott on wool, which hurts the good growers, why not work with these communities and show them how it’s done. Shunning third world farmers out of your own ignorance does not make the world a better place.

Campaigns of anger create tension; destroy livelihoods and ultimately force people to do desperate things to feed their family.   These extremist need to put down their digital placards and become part of the solution.

The video below illustrates the shearing process. Which as well as not causing any discomfort to the sheep, provides a livelihood for many hundreds of thousands of people in the textile industry around the world.

The Perils of Fast Fashion in Interiors

Interior fashion cycles are getting faster with the gap between the catwalk and interiors stores getting shorter all the time.  Associating interiors brands with celebrity and high fashion can be good if this lifts the perceived value of an item, which is then treasured for its aesthetic and its quality.  The manufacture of heirloom pieces is great for building long-term robust and sustainable value chains.  When true craftsmanship is rewarded and quality materials are sought after then the people that grow fibre, sew garments and weave carpets and fabrics all can share the rewards.

It all falls apart however if we follow the fast fashion business model. If textile mills and retail outlets focus on fast turn-around of low quality items from non-sustainable value chains we end up creating waste, using more energy than is required and supporting the throw-away society.

It is better to create beautiful textiles from sustainable materials and to build them well so they last a long time, rather than to manufacture oil based products with the promise to recycle them one day.

The fast fashion culture encourages corners to be cut and lives to be endangered, think Rana Plaza.   This is not just an apparel issue.  There are carpet schemes that guarantee no child labour, but do not take care of the children that are banished from the rug mills.  Those children sometimes move to more dangerous factories.  No we don’t want six year olds making our carpets, we want them in schools paid for by the sale of carpets.

There are rug retailers that push so hard on price that the weavers are forced to use extremely low quality materials and pay very poor wages.  Eliminating unnecessary waste and reproduction is the best thing we can do for the planet and for the people that live here.  Buying something cheap with the aim of throwing it away is the worst legacy we can leave behind.

Children removed from rug factories are often just moved on to other industries.

Children removed from rug factories are often just moved on to other industries.

The Dark Age of Carpet Design

Dark Age of Design

260 Years of Machine Made Carpets

Two hundred and sixty years on from the invention of machine made carpets the carpet industry has largely forgotten how to construct textile floor coverings from renewable materials.

For 192 years machine made carpets were made from wool. These carpets were made to last for decades, and they did.

In the middle of last century nylon was invented which meant that cheaper carpets could be created that used lower quality materials. In the worst examples carpets lost their ability to biodegrade, to absorb moisture and create healthy breathing zones and even became flammable.

Several generations of carpet designers and carpet sellers have been operating under the belief that wool carpets are improved by substituting 20% of the pile content with synthetic fibre. This is not correct, we have entered the Dark Age, and the wisdom of the past has almost been lost.

Nylon is added to wool carpet to meet a price point. The addition of cheap oil-based fibre allows yarn strength to be maintained with lower quality, cheaper fibre.   The nylon adds no benefit to the product, it only increases the visual appearance of wear as nylon is shiny and wool is dull.

A carpet correctly made from 100% good quality wool is going to keep looking good for years and years.  A carpet that is a blend of materials is not a smart or responsible thing to design, sell or buy.

The challenge for carpet designers is to think about the user experience, and the full life cycle of the products they bring to life. Carrying on with poor information is lazy design.

Good design considers form and function. The experience of a product should not just be about price point and a quick sale but it should consider the total experience a consumer will have.

 The ultimate carpet would be:

Visually attractive.

Constructed from rapidly renewable resources.

Be either fully biological or fully mechanical (either 100% natural or 100% synthetic)

Enhance the habitat of people in the home and office by filtering noise and pollution, insulating against heat, absorbing volatile chemicals, trapping dust from the breathing zone and reducing the rick of fire.

Long lasting in looks and performance.

Have a pre-determined plan for the end of its life as a carpet.

Consider both the environmental and social benefits of its supply chain

The world keeps pumping out 80/20 carpets under the impression that this is the best way to make a carpet and that is simply not true. 80/20 is better than plastic carpet and it still going to perform well and look good. But it is not as good as a 100% wool carpet and it is certainly ignoring the fact that nylon requires oil to manufacture and it takes 40 times longer to biodegrade than wool.

We should not keep making lazy design choices based on the fact that its always been done that way, especially as for more almost 200 years of the 260 years of machine made carpets it wasn’t done that way.

Below is a 100% natural carpet the way it is supposed to be done.

100% Natural Carpet

A 100% Natural Carpet in Buckingham Palace.

The Renewable Colour Challenge for 7 Billion People.

7 Billion Cups of Coffee and no Sheep but its OK we can recycle the fishing nets…

Perhaps its time to step back and look at what we are doing?

Before man stared making synthetic fibre and dyes from oil there were far fewer people on the planet.  With only 1 billion people and very few of them in developed economies the world could easily produce enough natural fibre and pigment to satisfy demand.

Well not quite; Rich people had colour and poor people wore beige. The invention of synthetics dyes in 1856 by Perkins and then fibre almost 100 years later meant everyone could afford mass produced textiles. Luxury was affordable and become the norm.

perkins mauve

Perkins Mauve Oil Based Dye.

That was then, in the late 1800’s we though oil was going to last forever. It turns out that mass-producing synthetics was cheaper, but not sustainable.

It has been argued that we cannot go back to natural products, as there are now 7 billion people all wanting modern western lifestyles.

There is simply not enough planet earth to provide natural fibre and colour for 7 billion worthy citizens.

Apparently It is OK to use vast areas of countryside and cheap labour to grow luxury drinks like coffee, but it is not OK to use vast land areas to grow pigments or cotton from plants.   Food takes priority, even if its coffee, tea and cocoa.

This to me sounds like an argument to prolong our addiction to man-made fibre.

Oil based industries need to drive demand so they tell us they are saving the world, giving us a lifestyle that we otherwise could not afford. Unfortunately they have a point.

The challenge in 1856 was to create colour for the masses, which Perkins accidentally solved while trying to make a vaccine.   The challenge now is to create a circular economy and create textiles and colour from rapidly renewable materials.

 The challenge is 7 times greater and 7 times more urgent than it was in 1857.

Where do we begin?   We begin small, niche and high-end.  Perhaps natural fibre and natural colour can only be produced in small quantities, for wealthy people who want something real.   Coffee and chocolate started niche too, but now millions of people around the world earn their livelihood by producing a luxury product that nobody actually needs.

We don’t save the world by using a recycled cup.  We save the world by not using the cup in the 1st place.  Use a ceramic cup and use it 1000 times,  not an oil based cup that’s used once and might be recycled.   Same goes for textiles and carpets,  Wool carpets last longer and are 100% renewable.  Where did your plastic carpet come from?  Is the synthetic fibre company going to plant a new dinosaur for every litre of oil they use?  Maybe they will make it from a plastic fishing net which also never should have existed in the 1st place.   Make those nets from renewable fibres that break down in water and there is no problem to solve.

Lets take a step back and stop creating problems to solve so we look less bad in our marketing propaganda.  Lets just plan to be naturally good.

Coffee Production.

Coffee Production.

All That is Gold Does Not Glitter

The Midas Rug has been a long time coming, but its finally here. The world’s 1st hand knotted rug coloured with particles of pure gold. Aulana uses pure wool and pure gold – no dyes at all, to create a range of Purples, Pinks and Greys.

The Aulana Midas Rug

The Midas Rug – Photograph by Marek Sikora

Wools of New Zealand, have introduced Aulana, a new luxury brand in which cutting edge science, wool and pure gold, combine to produce the ultimate exclusive textiles. The first Aulana product is the Midas Rug, a unique hand knotted rug. Ancient chemistry combines with modern science to create colours without the use of dyes. Fine particles of pure gold shift light into delicate shades of grey, pink and purple. The scientific process is called ‘localised surface plasman resonance’ . To understand this, think gothic cathedrals and their stained glass windows, which are often red in apparent colour – when, in reality, they are gold dissolved in the glass.

Mias Rug

Designed by SoFarSoNear and woven by Obeetee.

The Midas Rug, designed by SoFarSoNear of Milan and on display in their London showroom, is created to illustrate luxury and opulence, the rug does not glitter with gold, but rather uses gold to interrupt light and create elegant soft hues. Aulana is about creating an heirloom. Its products won’t be gold in colour, but gold is in there creating the hues that are visible. And because it is gold particles it is permanent, so, like cathedral windows, Aulana colours will never fade, and our ancestors can inherit an Aulana rug centuries from now and the colour will be just as rich.

Aulana Midas Rug

The Midas Rug from above.

Prof. Jom Johnston

Professor Jim Johnston – co inventor of Aulana. Photograph by Marek Sikora, tweaks by me.

Make Sustainability Sexy.

How do we make sustainability sexy? That does not mean how do we sexualise green issues. What I mean to ask is..

“How to we market sustainability to the Me generation?”

How do we draw in a generation that puts community and family 2nd to themselves.   Part of the answer is that we have to make a story that is cool and make it easy and fun to join in, to be part of a tribe that is awesome.

The ecological and social elements of products are important for many consumers, but are still down the list of priorities below style, quality and price. Generation me just wants to know this makes them cool. It blends them into their tribe.

Sustainability has to be positioned to meet a people’s needs.    The marketing of sustainability must be positive and draw people into something neat.

“Buy this or the polar bear drowns” is less effective than “I’m saving dolphins and you can too”.

A brilliant example of positive sustainability messaging is the Camira Fabrics / Wools of New Zealand Dolphin Campaign.

Wools of New Zealand grow eco-friendly Laneve wool in a way that protects the NZ waterways where the Hectors Dolphin lives.   Camira convert our Laneve wool into their very beautiful Blazer upholstery fabric, and both companies use a portion of the proceeds to fund research by the New Zealand Whale and Dolphin Trust which helps scientist understand how to better protect the dolphins habitat.

Interior designers can buy the fabric and help us save the dolphins.   “We are saving dolphins and you can join us.”

This post is not an argument for Corporate Social Responsibility; this post is about how we communicate our green credentials. It is more powerful to lead people to your product with positive messages than it is to say “This product contains less nasty stuff”

Start something social that people can feel a part of. Don’t alienate people and point out their bad habits. It really boils down to basic psychology – Carrot wins out over stick.

hectors dolphins

Hectors Dolphins at play. Image courtesy New Zealand Whale and Dolphin Trust.