Wool Lifestyle

Our New Zealand wool has impeccable attributes. The integrity of the fibre is outstanding with a lot of effort being poured into its credentials as a truly sustainable material.

None of this matters if we forget to mention how wonderful it is to experience life with wool in your habitat.

Our wool is life enhancing. Wool is a fibre evolved by nature over centuries to provide warmth and safety. It does not melt. Wool won’t attract oily stains like some synthetic fibre.  Wool can breathe and moderate humidity making it great for asthma sufferers. Wool absorbs noise unlike hard floors. Manufactured right 100% wool products will outlast other materials and keep looking good for a very long time.

But what really matters is that wool feels lovely.

People aspire to luxury, and people like to feel good about their investments.  We have the fibre that delivers a luxurious and responsible lifestyle.

anika

 

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.

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wool floors are quiet

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

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.

Homify

I have just recently discovered homify, an on-line image gallery which is free to browse and free to upload interiors images to, providing the quality is good.

“Andrew” called our office to say he had spotted our Laneve Style Gallery and thought our images were great, would be consider uploading them to homify.   Once we moved past the fact that Andrew was Australian we thought OK so we did..

It’s on the other side of this button..

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We love being able to promote brilliant, quality carpets made from wool that we produced.

Screenshot from WNZ's homily page

Screenshot from WNZ’s homify page

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“All that is gold does not glitter”

 Being hand woven right now is the ‘Aulana Midas Rug’ created with Aulana technology. All the colours are created using Noble Bond’s remarkable invention that captures the science of pure gold to create colours in pure New Zealand wool.

midas rug aulana

The Midas rug is meticulously hand woven by crafts people at Obeetee

The Midas rug is coloured with pure gold but don’t expect it to shine yellow gold.

Aulana  uses colloidal dispersions of gold within the pores of the wool fibres to generate a boutique range of colours resulting from the localised surface plasmon resonance interaction of light with the surface electrons of the colloidal gold particles. A similar approach was used in early glass making for Gothic Cathedrals, where gold was dispersed as a colloid in the glass matrix to generate red-purple colours. The Aulana technology captures and extends this approach to currently provide a range of colours in shades of pink, mauve, grey and blue.

Wools of New Zealand and Noble Bond Ltd, and our global partners, SoFarSoNear, Grentex, and Obeetee have joined hands to create the Midas rug which will be available to view, by appointment only, at SoFarSoNear’s London showroom in Grosvenor Place.

More information on the Aulana website

The design is by SoFarSoNear and in its final form will represent three circular pieces with the third being a tear drop as below.  This ‘ear ring’ design has been created to illustrate the precious nature of this one-of-a kind remarkable piece.

the midas rug in laneve wool

Rendering of the Midas Rug

Guest Post – The Feldman Perspective

I’d like to introduce you to Brooke Feldman.  Brooke looks after digital marketing for Nourison who make brilliant rugs from New Zealand wool.   Brooke and I have been working together on some new ideas that we can share more details on soon.  In the meantime I thought it would be nice to get some fresh insights and views from a talented young American woman who is learning to love wool…

Here is what Brooke has to share…

Brooke Feldman

Brooke Feldman has something to say..

When the word rug or carpet comes in mind, what does it make you think of? For me, I go back to my grandma’s old house. She had this amazing white carpet that was soft to the touch and very plush. I loved to lay on it with my feet dangling in the air while I watched TV. Those memories in that little house come into my head now and then. As a digital marketer for Nourison, I’m thinking of my audience constantly and what an impact of a specific product or design we carry has that creates memories.

Nourison Industries is a leading multi-category resource in today’s floor covering markets. We specialize in area rugs, broadloom, home accents and have a whole hospitality division. We create everything from the everyday home design, to luxurious patterns seen in some exotic destinations in the world. It’s incredible the amount of collections we have and to see what our designers come up with every day.

I find myself walking around our showrooms running my fingers through different rugs. Why? Feeling and seeing our rugs gives me a sense of each customer and what design might fit a chic New Yorker, or a the adventurous sailor in Cape Cod. How each of these “finishing touches” is important to decorating: the icing on the cake to any room.

We think as a company about sustainability not just for the environment, but how a product can reflect a personal style and last for many years to come. That’s why we choose wool. First and foremost, over 95% of our floor coverings (over 64 individual collections) are made from wool and wool blends. As a carpet fiber, wool is non-allergenic, produces low emissions, and actually has air-purifying properties. Wool is natural, biodegradable, and renewable resource that is produced using environmentally friendly, energy efficient and safe methods.

The other factor we consider as a company is the positive impact of using wool, and how it helps us give back. Nourison’s wool processing provides sustenance for thousands of people in hundreds of villages throughout the world. Where sheep herding and cotton farming are a way of life, the animals are treated in these villages with care and respect. The natural materials are harvested and process with pride. Also, the best part about using wools from Wools from New Zealand is that they are universally acknowledged as the purest, whitest wools on the planet. Makes me want to have a pet lamb of my own that sits by me at my desk…either that or take a trip to New Zealand.

For us at Nourison, using wool has a double benefit. We care about the needs of our customers; what they need to make their home trendy, as well as provide a product that will never fail in quality. Likewise, using a natural fiber is a way of giving back to the environment. With a conscious eye on the sustainability of a collection, we continue to produce rugs that will never fail each of our customers. We’re going green whenever possible, how about you?

You can follow Nourison on Twitter and Brooke on Twitter…

Nourison’s website is here..

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Click for amazing rugs.

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Kiwi wool in Akaroa New Zealand

The Finishing Touch

The Finishing touch is how one of our customers recently described the rugs they manufacture.  They describe what they do as part of the experience a customer has not just of their beautiful New Zealand Wool rugs, but also of the total experience of the interior.

This focus on the customer experience is exactly in-tune with how we need to position our lovely New Zealand wool.

We don’t breed sheep, or shear wool, or spin yarn, tuft carpet or weave fabric.

If we want to be successful we have to think not as part of a process but as part of what it means to the end user to own our wool.

Our job is to deliver the ultimate experience with wool.  The feeling of walking bare foot on your soft new wool and knowing you have made a wise and ethical investment.

We in the wool business know how amazing it feels to walk on wool.  The challenge is to make people aspire to have that experience for themselves.   We could put wool carpet down at airport security so people have to feel the luxury but it is not the time that people are focused on home decorating.

We have to communicate the experience of wool in an era when advertising is already dead, and to consumers dotted all over the world.  Thank goodness for Blogs and social media.

Increasingly we rely on wool ambassadors, people who love wool and can spread the good word.  Interior Designers and smart retailers have the customer’s attention at the right time, and they really know how to apply the finishing touch.

If you are wondering about the customer, its Nourison, You can experience them here.

nourison wool rug

A lovely New Zealand Wool Experience by Nourison