Mother Nature really outdid herself when it came to wool. Though it has been around for centuries, wool continues to amaze with its environmental, performance and styling benefits—many of which man has yet to replicate with synthetic yarns. Wool is a natural fiber that embraces our lives as the only one that can clothe, protect, comfort and inspire us to live well.

Despite its long, proud history and many inherent advantages, wool continues to be misunderstood in the floor covering industry. When mentioned, the first, and sometimes only thing that comes to peoples’ minds is that wool is a high-end product.

While this is most certainly true, there are many reasons beyond how its looks and feels that make wool a luxury item—though, today, manufacturers are able to offer numerous options that will not break the bank.

With that in mind, Floor Covering News partnered with Wools of New Zealand to produce the following educational section specifically for the second edition of The Green Guide.

Why did we do this?

First, while the economic downturn has impacted all levels of business, sales of high-end ticket items have not suffered nearly as much as low-end, commodity driven goods. There is a reason the lights are still on at the majority of luxury-oriented retailers while those fighting the price war continue to close at alarming rates.

Second, the recession may have made consumers more frugal with their purchases, but when they do spend, they want something made to last a long time. And when it comes to flooring, they want a product that will not only perform but continue to look good.

Finally, throw in the fact that today’s consumer is more eco conscious than ever—especially those under the age of 50 and progressively getting stronger the younger a person is.

Add it all up and it would seem that offering products made from wool would be the perfect way to attract consumers desiring items that are not only worth their weight in terms of style and performance, but are also extremely environmentally friendly.

And, when it comes to being able to provide our readers with a thorough, professional education on the subject of wool’s many inherent environmental, styling and performance attributes whom better to turn to than the experts at Wools of New Zealand and their manufacturing partners?

But first, a little bit of knowledge about New Zealand wool in terms of who, what and where is in order before delving into the special section.

New Zealand wool is grown on the lush fields of a country committed to environmental excellence and is recognized as the cleanest, whitest wool in the world. The luster, color, dyeing characteristics and versatility of New Zealand wool make it the most luxurious and sought-after natural fiber for flooring.

The sustainable, renewable and biodegradable benefits of wool start on the farm, where sheep graze on grass—a naturally regenerating plant. Fleeces are grown, shorn and naturally replenished every six to 12 months.

Here are two little facts many do not know: First, wool is a naturally biodegradable product. Second, the growing process is beneficial to the earth. Putting these two points together means the soil from which the grass is grown that the sheep eat gets revitalized by nutrients released when wool biodegrades.

New Zealand farmers follow strict animal welfare practices and run one of the world’s most responsible animal production systems. Flocks are raised on terrain unsuitable for most other agricultural purposes and are rotated regularly to ensure the land will provide natural resources for future generations.

When you consider the country, which has a total area approximately 34 times smaller than the U.S., has been using this model to produce wool for hundreds of years and is considered a leader in the green movement— in 2008 New Zealand was honored with the United Nations’ Champions of the Earth award for the government’s policies combating climate change—it must be doing something right.

Before New Zealand wool is spun into yarn, it is scoured using energy and water-efficient systems. Nutrients from the woolscour are regularly combined and composted with greenwaste for use in domestic gardens. The energy used to shear, scour and spin wool fiber into yarn is 1/3 to 1/6 less than to produce many synthetic yarns. And, unlike wool, which is naturally stain resistant, manmade fibers require an additional application of anti-stain agents.

Once installed, wool carpets get to work, improving our indoor environments in a number of natural ways:

• Like all carpet, it absorbs airborne contaminants and helps purify indoor air,

• Non-allergenic. Wool does not promote the growth of bacteria or dust mites,

• It is capable of retaining and releasing moisture during periods of high or low humidity, creating comfortable indoor environments,

• It is bulky and resilient with superior sound and insulation properties,

• As previously noted, it is naturally resistant to soiling and staining for exceptionally easy maintenance,

• It is safe for use with fireplaces and candles because it’s naturally fire retardant,

• It is crush resistant with natural coils that spring-back from the pressure of heavy furniture and foot traffic,

• It can be woven and tufted in numerous textures and beautiful patterns,

• It is unique in its ability to age gracefully and maintain its good looks longer,

• It is exceptionally comfortable thanks to its toe-curling softness.

At the end of the day, wool is a superb natural product derived in an environmentally responsible way. To get a better understanding of all these points and learn about some of the products available for retailers to sell, we encourage you to read the article “Green Guide to Wool” in the print edition.