Narrative Threads Blog

Scroll through our Narrative Threads blog to enjoy behind-the-scenes insight on special projects for leading interior designers and architects. 

CARING FOR WOOL CARPETS WITH CONFIDENCE
Creative Matters Inc Creative Matters Inc

CARING FOR WOOL CARPETS WITH CONFIDENCE

Creative Matters has used wool in our floor coverings for over 35 years, highlighting our dedication to this natural material. Over the years, we have worked closely with The International Wool Textile Organisation (IWTO), the leading global authority on wool standards. In 2022, Creative Matters' founder, Carol Sebert, was appointed chairperson of the Wool Interiors Working Group. This group includes members from 41 countries and collaborates with the IWTO Sustainability Group.

Recently, Carol spearheaded the creation of the IWTO Wool Carpet Care Guide with a group of the world’s leading industry experts and WoolSafe, an organization dedicated to advanced research into the care of wool products.

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INTRODUCING ECOAX: A BIODEGRADABLE WOVEN AXMINISTER CARPET
Creative Matters Inc Creative Matters Inc

INTRODUCING ECOAX: A BIODEGRADABLE WOVEN AXMINISTER CARPET

When it comes to design, it’s often hard to decipher greenwashing from a true commitment to a product’s ethical life cycle. We have always tried to reduce our impact on the planet as much as possible and have been dedicated to finding solutions for every step of our process. This is why we are thrilled to share a breakthrough innovation in commercial carpeting — our new 100% biodegradable woven Axminster carpet, EcoAx.

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WHY WE THINK WOOL IS BEST
Sustainability, Production Methods Creative Matters Inc Sustainability, Production Methods Creative Matters Inc

WHY WE THINK WOOL IS BEST

Since Creative Matters opened its doors 35 years ago, the vast majority of our floor coverings have been made from wool. This includes our custom projects for hotels, offices, retail spaces and homes, and our 14 rug collections. We sat down with Carol Sebert, Managing Partner and Founder of the firm, to discuss the reasons for this decision both historically and moving forward.

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THE LATEST ON HANDKNOTTED RUGS MADE IN INDIA
Creative Matters Inc Creative Matters Inc

THE LATEST ON HANDKNOTTED RUGS MADE IN INDIA

For every handknotted rug we design in our Toronto studio, we decide whether India or Nepal is best suited to its production. Read about Creative Director Ana Cunningham and Senior Designer Ali McMurter's April visit to our weaving partners in colourful Bhadohi in northern India. 

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