Creative Matters is committed to crafting rugs with care for both the earth and the people on it. Our 2023 Sustainability Report highlights this commitment, exploring our current and forward-thinking practices for ensuring sustainability, fair trade and corporate social responsibility.

Keep reading to learn about the power of wool, our ongoing efforts to improve processes, and our initiatives on water stewardship, energy efficiency, carbon footprint reduction, working conditions and more.

WHY WOOL?

Creative Matters promotes the use of sustainable fibres, especially wool. Since we opened our doors 35 years ago, the vast majority of our floor coverings have been made from wool. This includes our custom projects for both commercial and residential spaces, and our 14 statement rug collections. Wool is favoured by our global clients for a myriad of reasons. The sheer beauty and depth of colour, the softness underfoot and sound absorption all make this natural fibre add both luxury and comfort to a space. As well as that, wool holds hypoallergenic, flame resistant, water repellent and stain resistant qualities.

The remarkable characteristics of wool can be summarised in one word: regenerative. Sheep are part of the natural carbon cycle, consuming the organic carbon stored in plants and converting it to wool. Wool rugs also possess the ability to clean the air by trapping volatile organic compounds (VOCs) like formaldehyde, and they’re extremely durable. A high quality wool rug can last several generations. When it does reach the end of its life, wool is 100% compostable.

In recognition of her extensive experience with wool in floor coverings, Creative Matters founder Carol Sebert took up a leadership position on the world stage in 2022 when she was invited to be chairperson of the Wool Interiors Working Group for the International Wool Textile Organisation (IWTO). 41 countries are represented in this working group, collaborating with the Sustainability Group, involved in extensive research and promotion about the sustainability of wool.

Creative Matters sources a large amount of its wool from New Zealand, where there are stringent regulations that protect the well-being of the sheep.

ON-GOING ACTIONS

Social responsibility is another aspect of business Creative Matters has prioritized during its 35 years of operation. As we produce a large part of our creations internationally in less-developed countries, this is particularly important to us. We are a certified Fair Trade Partner of LABEL STEP, a non-profit organization committed to the well-being of weavers and workers in the handmade rugs industry. They oversee the making of our rugs in Nepal, India and Afghanistan. Carol Sebert, Founder of Creative Matters, serves as an Honorary Ambassador to STEP, embodying our dedication.

In 2022 Creative Matters became a member of Textile Exchange, a global non-profit positively impacting the climate through accelerating the use of preferred fibres across the global textile industry.

Our team actively investigates opportunities for reducing, reusing and recycling waste.

We employ thoughtful design methods to reduce sample production, and our designers are strategic about the patterns they use to minimize waste. The mills we work with maintain libraries of excess yarns to be used for sample production. On top of this, our handmade rugs are custom-made to size, further reducing waste.

Creative Matters is pleased to have partnered with Habitat for Humanity for reuse of our luxury floor coverings. Our team has also identified a reliable source for rug recycling in Toronto. As we explore opportunities for reuse and recycling, we ensure that each of our creations have a light impact on the planet.

Our Sustainability Report findings illustrate the many ongoing efforts we are making to reduce our carbon footprint. First, is our delivery and shipping. We pay for carbon offsetting for delivery services and flights and use a local courier that delivers by local transport. We recommend ocean freight rather than air, we consolidate shipments and we offer Canadian handtufted rugs made with Canadian wool for North American clients to reduce shipping. Second is how we work inside our showroom. We operate a hybrid model for the Toronto team so staff can reduce daily travel. We increasingly use video conferencing to minimize travel whenever possible.

LOOKING FORWARD

As we confidently move forward with our sustainability efforts, there are a number of issues we hope to address in the short term. The forefront of our mission is to increase our sustainable offerings.

Our artisan mills are making strides in water and energy stewardship. In Thailand, the mill responsible for the majority of our handtufted floor coverings has recently built two ponds to hold rainwater. Up to 3,580,000 litres of water are expected to be diverted from the public water system in the coming year. The mill treats used water with an organic compound and uses the excess water for nearby farms. Many of our mills have adopted solar panels and run the mill almost exclusively off of this natural power.

Our team of design experts are now exploring the viability of nettle and hemp. Currently, our woven Axminster carpet is produced using a combination of 80% wool and 20% nylon. We are involved in testing the comparative durability of 100% wool and other opportunities to make this method of production more sustainable. Furthermore, we are hoping to release a 100% biodegradable form of woven Axminister in 2024.

We are also working with our suppliers and installers on replacing our underpads and glues with biodegradable installation methods. Currently, our finished rugs are shipped in protective packaging and we are researching ideas for its reuse. As a testament to continuous growth, Creative Matters explores new certifications, materials, and production methods. We’re embracing ongoing change to further our mission. Guided by a commitment to sustainability, we insert it into every aspect of our business, ensuring our rugs adorn spaces while avoiding negative impacts on the planet. Follow our journey as we weave a future that's even more mindful.

FUTURE-FOCUSED SOLUTIONS: UNVEILING CREATIVE MATTERS’ 2023 SUSTAINABILITY REPORT

PARIS DESIGN WEEK: BEHIND THE SCENES OF CREATIVE MATTERS’ REDOUX PASSAGER INSTALLATION

STEP INSIDE CHALET: A NEW ADDITION TO THE MACRAME COLLECTION, LAUNCHING AT COVER CONNECT NEW YORK