CREATIVE MATTERS RELEASES 2024 SUSTAINABILITY REPORT: DRIVING SUSTAINABLE CHANGE
Creative Matters has released our 2024 Sustainability Report, reflecting the results of our ongoing commitment to decreasing our environmental impact. These initiatives, led by Julie Baldwin, Operations and Sustainability Lead and Teri Ly, Sustainability Liaison and Coordinator, focus on innovation in sustainability, growing demand for natural materials and a continued commitment to enhanced environmental practices at our partner mills. When we work together, we can push boundaries and create positive change.
KEY HIGHLIGHTS
48.75% of projects in 2024 were made from 100% wool.
82.50% of projects were made from wool and other fibres. This is calculated from the total square footage produced.
In 2024, in partnership with our top shipping provider, we reduced well-to-wheel (WtW) emissions for our courier shipments by 70%.
Our partner mill in Thailand recycled 100% of the water used in its dyeing facilities last year.
Interior visual of EcoAx
WOOL AND ECOAX LEAD THE WAY IN 2024
We made significant progress in incorporating wool as a leading sustainable fibre in our projects. In 2024, 48.75% of projects were crafted from 100% wool and 82.50% made from wool and other fibres. Demand for wool is increasing, and we’re proud to report a growing number of our projects now feature 100% wool or wool combined with other sustainable fibres.
Wool has been a constant in our collections and custom projects for over 30 years, offering durability and aesthetic beauty. Wool is regenerative and 100% biodegradable, qualities that are increasingly important to us as we consider our broader environmental impact.
Julie shares, "Wool’s versatility allows for a wide range of projects, from hotels and residential properties to office and retail spaces." Beyond wool, we use other low-impact alternatives such as recycled PET, econyl (made from reclaimed fishing nets) and tencel to expand our eco-friendly offerings.
In 2024, we introduced our innovation, EcoAx – a 100% biodegradable woven Axminster carpet. EcoAx designs uses a ‘no glue’ method, the carpet remains 100% biodegradable and can be reused, upcycled or composted, preventing landfill waste.
LOW-IMPACT DELIVERIES TO REDUCE CARBON FOOTPRINT
In 2024, in partnership with our top shipping provider, we reduced well-to-wheel (WtW) emissions for our courier shipments by 70%. To reduce our carbon footprint, Creative Matters has taken significant steps by partnering with courier and carrier services that prioritizes reducing its carbon footprint. Collaborating with our second most used shipping provider, we began tracking and analyzing carbon data to reduce Scope 3 carbon emissions. In 2024, our total emissions from shipments were 1.10 tons of CO2 or 1.12 kg of CO2 per kilometre.
Water treatment plant at our partner mill in Thailand
STRENGTHENING RELATIONSHIPS WITH YOUR PARTNER MILLS
In Thailand, where we produce a majority of our handtufted rugs, the mill has developed a fully sustainable water treatment process, recycling 100% of the water used in its dyeing facilities. They are on track to replace all city water consumption with rainwater sourced from their onsite man-made ponds.
Beyond water, a few of our partner mills have set impressive energy stewardship goals. In Thailand, the mill has installed solar panels on its roofs, now supplying 50% of their daytime energy needs, with plans to expand the system to achieve 100% solar power for daytime operations within the next year. In India, our manufacturer continues to harness solar energy, fully powering the factory during the summer months and has integrated battery-powered equipment to reduce carbon emissions. In Poland, the mill that produces some of our Axminster broadlooms utilizes solar energy, enhances thermal insulation, optimizes space efficiency within its facilities and reduces energy consumption.
Over the years, we’ve cultivated long-term relationships with our partner mills, who share our commitment to environmental and social responsibility. Through this, we can guarantee every rug and wallcovering we produce supports equitable labour practices and reduces environmental impact. Our sourcing practices focus on selecting high-quality and ethically sourced materials, ensuring every step of the production process reflects our values.
“We choose collaborators who share our commitment to responsible employment and environmental standards and contribute to the well-being of the communities and artisans. Our team works closely with our mills to ensure every aspect of production, from energy use to water consumption and waste management, is optimized.” Teri explains, “Reflecting our shared commitment to reducing the environmental impact of our production processes.”
COMMITMENT TO STANDARDS PUSHING THE BOUNDARIES OF SUSTAINABILITY
Our team is always exploring new materials and technologies to elevate our design and production methods as part of our innovation and drive our sustainability goals forward. To further our commitment, Creative Matters holds internationally recognized certifications demonstrating our high standards in our production process, including EcoVadis Bronze, CRI Green Label Plus, Cradle to Cradle, Indoor Air Comfort Gold, ISO 14001 and Oeko-Tex Standard 100.
“Through our partnership with Label STEP, a leader in Fair Trade, we ensure safe working conditions, fair wages and sustainability for weavers in Nepal, India and Afghanistan,” shared Julie. "This partnership allows us to not only focus on environmental impact but also prioritize the well-being of the artisans and communities behind our products."
BUILDING A CIRCULAR DESIGN FUTURE
We continue to design with a focus on end-of-life recyclability and biodegradability, ensuring each rug we create is part of a longer life cycle. Wool’s natural properties align with our circular approach, from its ability to be reclaimed and reprocessed to its decomposition. Designing with these qualities in mind, we can extend the life of each rug, reduce waste and create a closed-loop system. Our design philosophy supports our environmental goals where we can produce beautiful rugs while leaving a minimal footprint.
From advocating for ethical sourcing, fair labour practices and designing for a circular lifecycle, we are proud to contribute to a sustainable future for our industry.
To read our 2024 Sustainability Report, click here.