Second Life SolidWool

SolidWool are a brilliant young company making beautiful items from Herdwick wool.   Hannah and Justin Floyd do an amazing job of designing, manufacturing and marketing their products made in England from British Wool.  Recently we have been working with SolidWool to help find a second life for wool carpets… Full story below.

The SolidWool story is at SolidWool

 

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SolidWool table and chair made from recycled wool carpet.

400,000,000kg of carpet fibre is disposed of each year in the UK! Carpet recycling UK have done a great job of diverting almost 1/3 of this into recycled products like Crumbwool carpet underfelt. But we still have a long way to go and we are not even touching post consumer wool carpets.

Recycling is good, but up-cycling is better. By creating added value, sought after products from rescued wool fibre we hope to inspire more investment in up-cycling.

We asked SolidWool to help us on our recycling challenge and they made us these amazing chairs and a coffe table from post-industrial rescued carpet fibre, seen here on the Wools of New Zealand stand at Domotex.

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Thanks to Carpet Recycling UK, Anglo Recycling and SolidWool for helping us ensure wool fibre has a second life.

more detail on this story on the Great Recovery website.

 

Future Materials.

Remember Crumbwool?

Crumbwool is a carpet underlay which is the result of a partnership between Wools of New Zealand and Anglo Recycling.   It’s made from 100% recycled content,  Wool carpet off-cuts and discarded car tyres.   The proceeds go towards the Woodland Trust.

Its a nice story that underpins the integrity of the world’s most sustainable wool (Laneve)

Actually that’s a bit modest,  Creating Crumbwool meant developing a dedicated machine and some quite remarkable logistics and industry arm twisting.  Anglo Recycling worked a minor miracle to make this possible.

We built the Crumbwool story for the right reasons.  We did not do this for fame, we did it for integrity and to build value.

Now Crumbwool has been listed by Future Materials magazine in its top 100 innovations!

So we are getting noticed, for the right reasons.  The website is www.crumbwool.com

crumbwool creation

Crumbwool is created

Creating Magic

Make your process part of the Story

People want transparency; they want to know what it is made of and who made it. But why?

People want to trust, to feel safe, and to know they got something of value.
Mostly people hate to be ripped off. If you cannot see the value chain, you can’t see the value. How do you trust something that is kept secret from you?

But there is a line. Take Crumbwool underlay. People want to know it is made in the UK from sustainable materials and they help the planet by choosing a sustainable product. But do people really want to see factories? Is it better to keep a little bit of mystique and magic?

We have to remember that a process is just a process; it is not the final product. Products sell when they deliver real benefits to the people that use them. But what if we turn a process into a story?

The wool in Crumbwool gives it sound insulation, heat insulation and it makes it super bouncy. A home with spongy floors that are fire safe and absorb nasty chemicals is part of delivering a customer experience. When your product is invisible as its end up literally under the carpet the message has to be even stronger.

Rather than pictures of a factory, no matter how clean and modern your factory is why not focus on the magic.
I decided to draw a picture of the Crumbwool Creation Process.

The Magical Crumbwool Creation Process

crumbwool creation

Crumbwool is Created

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The Amazing Magical Crumbwool Process