By Deena C. Bouknight
High Point, N.C.—Judging by the marketing and media buzz at the fall International Home Furnishings Market , the industry is as focused on environmental and global consciousness as it is on new color and fashion directions. Being a good steward to earth and fellow man, in fact, was this season’s predominant theme.

Importer Allan Palacek termed the trend “eco-chic.” As this becomes a global marketplace, consumers need to become more global in their thinking. Organic, sustainable, natural materials are very strong style elements right now.”

The flooring industry has long been a leader in pushing sustainability and eco-friendly products and programs, and now it appears other areas of home furnishings are moving in that direction. There is now a Sustainable Furniture Council, and the American Home Furnishings Alliance has announced it will discuss a Sustainable By Design eco-label program at its upcoming annual meeting.

Those showing rugs were quick to note they are on the bandwagon as well. Rug suppliers said equipping themselves with such marketing initiatives is generating positive attention during a tough economy.

“It’s definitely an added selling feature,” said Patrick Muschamp, vice president of sales for Nourison, noting that most of the mill’s rugs are environmentally and globally friendly. The Taos line even educates retailers and consumers through its hang tag: “Producing genuine handwoven area rugs of all natural, reusable organic materials, and employing local people for construction is just one of the ways Nourison operates as an international company within our ‘global village.’”

Muschamp added, “The signage and the hang tags can go into the retailers’ stores and help tell the story to consumers.”

Kevin Aylward, owner of Prairie Rugs, said retailers have to talk to consumers about what it means for a product to be eco-friendly or it has no impact. His company’s rugs are made from recycled cotton strips acquired from textile mills in India. Each rug is handwoven by Indian workers paid more than the prevailing wage and provided healthcare.

“In home furnishings right now, everyone is trying to ride the eco wave,” he said, “but you have to substantiate the claims you make. People are willing to pay a reasonable premium for products they can feel good about.”

Staying in line with this earth-friendly movement, the color palette remains true to natural elements. The High Point Market Authority’s official word on colors this go-round is that brown and green is “the fresh combination,” with gray and oyster tones serving as the modern neutrals. And color expert Michelle Lamb, chairman of Marketing Directions, reported colors are lighter and greener than ever.

Masland Carpets and Rugs has four new wool blend patterns in muted, watercolor palettes. Westminster, for one, is a finely wrought plaid available in such colors as spa blue, almond and olive.

Lamb believes a cooler olive hue can be expected soon, as well as “laser lime.”

A true cranberry is the predominant bright hue for Prairie Rugs and others. Cranberry punches up earthy browns and greens in Dash & Albert Rug Co.’s new collection.

“Decorating is not that different from what we wear,” said Mohawk Select’s general manager, David Moyer. “Consumers want a lot of look for the money. They want color and texture.”

Texture is conveyed in Mohawk’s shag rug line in solid and neutral colors. Moyer said the shags are not only easy to maintain but to decorate with as well.

A Foreign Accents’ rug from the Chelsea Collection is handtufted of wool in India and is carved to look like a conglomeration of very large pebbles.

Although rug suppliers maintain that traditional, transitional and contemporary styles are selling across the board, the emphasis on natural and neutral colors helps modern stay in the forefront. “It’s not unusual for us to sell a lot of modern looks,” Moyer concluded.