WOOL | THE NATURAL CHOICE

Wool creates the ideal habitat for homes and offices.

There are so many reasons why New Zealand wool is the perfect material for humans to live with.  Here are a few of the top reasons why wool offers a superior experience than any other finer, natural or man-made.

QUIET & COMFORTABLE – Wool textiles absorb noise and create warmth making your home or office the perfect place for relaxation, concentration and play.  Wool fibres come is a vast array of microns and crimps meaning it absorbs a higher range of frequncies than other flooring materials.

SAFE & ALLERGY SAFE – Wool carpets act as a natural air filter, trapping allergens such as dust and pollen and keeping them out of the breathing zone.  Wool is great for asthmatics as it cannot be digested by dust mites, the main cause of asthma and actually reduced humidity with a room.

CLEAN AIR – Wool absorbs indoor contaminants and purifies the air of harmful gases locking them away for up to 30 years.

OUTSTANDING QUALITY – Wool carpets are renowned for long-lasting good looks and have many inherent qualities that assure performance is locked in. A wool fibre can be bent 20,000 times and bounce-back to its natural shape meaning carpets will look great for years and years.

NATURAL – Wool is rapidly renewable, with each sheep growing a new fleece every year. Wool is biodegradable and full of essential nutrients that plants love. Wool carpets can be returned to nature or recycled into new products.

SUSTAINABLE – Wool is the only widely available carpet fiber not made from oil.

Our wool, Wools of New Zealand wool is a sustainable material which is completely renewable, biodegradable and responsibly grown by farmers who care.  We take special care of the land, the animals and the people so we can keep growing wool for another few thousand years.

Notice below how the most elegant interiors rely on a carpet for quiet and comfortable spaces.

D-Dining-Room-893x1024

wool floors are quiet

Chateauesque Jewel, an entry in the SBID design awards 2015 by Regina Sturrock Design Inc. 

Natural’s Not Enough

Natural Isn’t Enough

I come from a land where there are many more sheep than people;   a land untouched by Europeans until only 150 years ago.   As you can imagine when I left New Zealand seven years ago as a carpet designer I had spent my life working and living with natural fibres like wool.  I designed and exported beautiful wool carpets all over the world.   When you do something well it gets noticed so I was then asked to come to the UK to show the rest of the world how to create a business around excellence in wool product development.

The UK like New Zealand has a long history with wool, cotton and other natural fibres.  It was textile manufacturing that sparked the industrial revolution in Manchester which shaped the world as we know it.

For centuries man has been using wool to warm his cave and shelter his family.  The benefits of natural fibres were pretty obvious.

Roll on to 2013 and we live in a world where 97% of Americans are living on synthetic materials made from oil.  Today only 30% of Brits are living with wool and even in New Zealand, I am ashamed to say, people are choosing plastic based carpet with a small amount of recycled content and think they are saving the planet!

So it is blatantly clear.  Being Natural is No Longer Enough.

Wool carpets need to be acknowledged as a lifestyle choice that will have a positive impact on the health and comfort of our families.

Wool carpets remain the very best thing you can put in your home to create a warm and safe environment.  Wool absorbs indoor air contaminants like formaldehyde and locks it away for up to thirty years.  Wool carpets trap dust and keep it out of the breathing zone.  Wool carpets with a good underlay absorb shock and assist with posture, as well as being anti-slip.   Walk across a hard floor and then a wool carpet and hear the difference, or rather don’t hear it.

It seems that in focussing on colour and style, which of course wool offers more options for than any other material, we have lost sight of what really matters.  The comfort and wellbeing of human beings and the future of our planet.

Wool is of course the ultimate eco-warrior fibre.  Sheep in New Zealand grow a new fleece every year.   Wool is 50% carbon which means that it’s a carbon sink locking C0² away from the ozone layer.  New Zealand wool is the purest and most ecological of all and is only grown on free range farms under strict animal welfare, environmental and social standards.

Through the Wool for a Better World program.  At Wools of New Zealand we support the Heiffer foundation through the sale of wool carpets, we support the endangered Hector’s dolphin through the sale of wool fabrics and we support the Woodland trust in the UK through the sale of our recycled underlay.   On top of being brilliant at designing stuff, giving back to the environment through these activities and just being really nice people perhaps it is time to get active and shout louder,  perhaps it time we start a war on oil instead of a war for oil?

Let’s get reminding people of the many technical benefits of wool and try to stop this mad obsession with oil based plastic carpets and noisy hard floors.

New Zealand wool factory

Wool growing in New Zealand

Flooring Show Market Intelligence and the Truth.

Flooring Show, Market Intelligence and the Truth.

This week I spent two days manning (or is that personing these days?) a small stand at a Flooring show.  This was the UK’s National Buying Group show, an invite only event for carpet showrooms that belong to one of the major buying groups.

We used the opportunity of the show to speak to the people who ultimately sell our wool, the retailers.   We showcased our new consumer website, laneve.co.uk and illustrated how we are using new media to educate consumers about the benefits of New Zealand wool and direct them into one of our Premier Partner retail members own stores.

The business people we spoke to were inspired and excited to keep promoting a product with real integrity.  It is clear that we have a sustainable natural product that is warm and comfortable, asthma and allergy friendly and a genuine lifestyle opportunity.

Attending this show was invaluable to me as a marketer and as an innovator.   Getting raw feedback from the people who live and breathe selling wool carpet everyday is brilliant.  It is only by getting this direct market feedback that we can continually adapt and enhance what we do and how we do it.

It also gives us insights into what those naughty plastic flooring maniacs are up to..   Our product wool, remains natural, renewable and the only lifestyle flooring choice that actually improves the air in your home.   Regardless of the truth hard flooring promoters continue to defame carpet as bad for Asthma.   Eventually they will trip themselves up as we have the science to prove them wrong.

Getting to this show enabled me to remind a handful of wool sellers about a few of the technical and ethical benefits of lovely Kiwi wool.   I’m looking forward to the next opportunity.  Hope you are too.

Biscayne Stripe

Wool improves Air Quality

WOOL IMPROVES INDOOR AIR QUALITY

Breathing is a really good life skill.  So maybe we should consider the quality of the air we breathe when we decorate our homes and offices.  Installing laminates and plastics won’t help you if you suffer from Asthma or other respiratory problems.

The build-up of indoor air contaminants has been a growing concern since the 1970’s. It was then that energy conservation methods were introduced, which minimized the flow of outside air into homes and buildings. Less access to outside air increases the concentration of contaminants in an indoor space, making the air unhealthy…even toxic.

Although many materials, including carpet, pass tests for minimum VOC emissions, wool goes a giant step further by absorbing the contaminants irreversibly in its structure, improving the quality of indoor air.

Wool is a natural fibre that has the ability to absorb indoor contaminants, including formaldehyde, sulphur-dioxide and nitrogen dioxide, and lock them into its core without re-releasing them. As such, wool improves indoor air and creates healthier working and living environments.

How Wool Works

The complex chemistry of wool fibre enables it to bind pollutant gases chemically in its structure. It has been estimated that wool carpets can continue purifying indoor air for up to 30 years.

New Zealand researchers, using a controlled environmental chamber, have demonstrated that wool carpet can reduce high levels of introduced formaldehyde to virtually zero in four (4) hours.

Studies by the US Gas Research Institute, which compared 35 building and furnishing materials, also showed that wool carpets have one of the highest removal rates of nitrogen dioxide. In contrast, the removal rate of synthetic carpets was less than half that of wool.

Research by the Environmental and Medical Sciences Division of the UK Atomic Energy Research Establishment has shown that large amounts of sulphur-dioxide are also irreversibly absorbed by wool carpets.

Wool carpet was shown to retain the gases when heated, as would occur with under-floor central heating, while nylon carpet, which absorbed nitrogen dioxide to a considerably lesser extent, also re-emitted it more readily

Wool is a highly complex fibre that has been created by nature over thousands of years.  It is simply not possible to get the benefits of wool from a fibre designed by man and made from crude oil.