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The Alternative Blog


We love wool, its textures and warmth, sustainability, and style #ChooseWool

Each year Alternative champions this wonder fibre during The Campaign for Wool’s Wool Week supported by HRH The Prince of Wales. Together we highlight the natural attributes and benefits of wool and the beauty of wool flooring. Let’s raise awareness of wool’s fibre many benefits and being biodegradable, it can help save the planet and keep our oceans clean.

“This year the focus will be on ‘Feel Better #ChooseWool’ and how through choosing wool you feel emotionally better that you have made the right choice for the planet, sleep better and can take comfort in wool’s natural safety credentials in the home and office environment.” Peter Ackroyd, COO of The Campaign for Wool

Wool Week has grown into Wool Month running until 31 October, which gives us more time to tell you about a few of our favourite woolly moments.

There are many reasons why we #ChooseWool, one of the most versatile natural products in existence – we’ve been making use of this wonder fibre for over 4,000 years.

It‘s not only comfy and chic but natural and renewable. At this time of year, it’s the perfect natural insulator keeping us warm in the cold months ahead. It absorbs sounds too making a more pleasant environment. It’s also inherently flame retardant, easy to clean, with what we like to call bouncebackability – in other words it stays feeling and looking beautiful for longer!

Feel your floor with Alternative’s beautiful and breathable wool collection embracing fine and chunky textures spread over great plains and pattern. This fibre can liberate our senses and can change our lives.

Alternative Flooring’s Wool Iconic Herringstripe Behrs carpet

FINE Wool Iconic Herringstripe in ballerina shades dances across the floor bringing beauty and a lightness of touch into our homes as luxurious wall-to-wall carpet and well as rugs and runners.  Made in with 100% wool and pairing craft with innovation, this flatweave is a stylish new member of the award-winning Wool Iconic flatweave family.

Alternative Flooring’s Wool Knot #ChooseWool carpet in Lariat and Snuggle

CHUNKY Wool Knot carpet creates that all-important homely feel. If joy were made from wool, it would be a squidgy thick carpet or rug with an all-natural chunky hug. Our snuggly knits keep you warm and baffle out sound.  They welcome you like an embrace from a long-lost friend. Welcome home to wool.

Alternative Flooring Barefoot Wool Bikram pincha single cotton ochre border

ECO Wool Barefoot, a luxurious deep pile carpet made from natural undyed wool and handwoven on traditional looms.  It looks pretty gorgeous as a beautiful rug to sink your toes into. Sleep well.

Winning design by Sophie Anne Campbell @sophi_designs_ is pictured with green sofa

TARTAN PATTERN created by Sophie Anne Campbell, the winner of Alternative Flooring’s tartan competition with Glasgow School of Art designed to celebrate young talent and support the wool industry by championing wool as a wonder fibre and sustainable textile.  The winning design will be woven in the UK as a limited-edition carpet and be part of The Campaign for Wool.

Follow our student competition story to the loom, where the winning design will be woven later this month with the winner Sophie Anne Campbell watching her wonderful wool tartan come to live as an Alternative carpet.

And finally, some of our favourite like-minded fashionable friends taking part in Wool Month.

Wool Week jumper by Brora

We love Brora’s wool week jumper – to mark the Campaign for Wool’s annual Wool Week, luxury Scottish wool, cashmere and fashion brand Brora worked with university students to create a limited-edition wool jumper.

Victoria Stapleton, Founder & Creative Director of Brora, says: “Ever since we launched Brora in 1993, we’ve been a huge supporter of wool and as ever we are really pleased to support the Campaign for Wool by collaborating with young up-and-coming British design talent.”

The Katharine Hamnett London x John Smedley collaboration

The Katharine Hamnett London x John Smedley collaboration is a celebration of sustainable style. Together they have crafted an exclusive capsule collection featuring the slogan ‘Choose Slow’, that is designed to ask consumers to assess where and from whom they buy their clothing from, shifting focus from fast to slow fashion.

Slow Fashion. British Style. We like that.

Alternative Flooring is passionate about putting wool back into carpet and telling the story of this natural material and its craft, the many processes and all the people devoted to the making.

You can even watch a video we’ve made championing wool HERE on our beautiful new website.

That’s why we Feel Better when we #ChooseWool

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The Edit - home style by Alternative