5th February 2024

Wool – the durable solution

Fast fashion has rightly come under the microscope in recent years as we look at how our appetite for the latest trends and styles adversely impact the planet.

In interior design, there has been a concerted effort not to make the same mistakes as the fashion industry. But in the rush towards finding recyclable solutions, important attributes such as durability have been overlooked.

Sustainability isn’t just about recycling. It is about responsible manufacturing, using sustainable materials and having a long-term vision.

Wool has always been the primary material in our carpets and one of the main reasons is because it delivers on durability – an important and essential attribute for busy hospitality projects.

Remarkably elastic and flexible, wool can stretch up to 30% of its length before springing back to its original form. With hundreds of feet walking over our carpets every day, that natural resistance to compression makes all the difference.

Wool is also easy to maintain. The cuticle of a wool fibre is covered with a fine, water-repellent coating which gives it a natural resistance to liquids. When it comes to dirt and dust, the overlapping layer of protective scales found on wool’s outer layer traps it near the surface so it can easily be vacuumed away. With simple, regular maintenance, the final result is a carpet that looks better for longer.


As a natural, rapidly renewable material, wool matches the important expectations of sustainability in the hospitality industry.

We predominately use British and Irish wool, which is processed by Ulster Yarns – part of the Ulster Carpets Group – at their facilities in Yorkshire. Every week, they process enough yarn to go twice around the world, with enough left over to reach the North Pole and back!

This is then sent to our UK-based manufacturing sites to be transformed into luxury carpets for the world’s leading hotels, casinos and cruise ships.