Hook & Loom Rug Co. Pioneers Use of Recovered Textile Fiber to Create Colorful, Eco-Friendly Hand-Woven Rugs

LENOX, Mass., Oct. 3, 2013 /PRNewswire-iReach/ -- Hook & Loom Rug Company introduces a method of creating colorful rugs without using harmful dyes that generate large amounts of polluted wastewater. In Hook and Loom's fiber recovery process, the color comes from recovered textiles that are carefully sorted into color groups before being reprocessed into yarn.

(Photo: http://photos.prnewswire.com/prnh/20131003/MN91263)

All Hook & Loom rugs are made from 100% recycled textiles, which would otherwise have gone into landfills.  The recovered fibers are re-spun into new yarns, indistinguishable from the yarns used in others. They do not use virgin fiber of any kind and make no demand on precious land and water resources.

This process enables Whitney Selke, company founder, to meet his commitment to creating good-looking and reasonably priced rugs, while making a positive impact on the environment.

"We want our rugs to appeal to all consumers interested in price and style --- not only people committed to green living," said Selke. "Any Hook and Loom rug choice is a good one, and over time, people will realize that it's possible to be earth-friendly without paying more or sacrificing appearance."

Hook & Loom offers area rugs and runners in a variety of shapes, sizes and patterns. Designed to be attractive and versatile, these rugs are ideal for houses, apartments, dorm rooms and vacation homes where affordable floor decor will bring comfort and style.

According to the U.S. Environmental Protection Agency and the Council for Textile Recycling:

• The average U.S. citizen discards 70 pounds of clothing and other textiles each year.
•  In 2011, recovered textiles amounted to 2.0 million tons, or about 15 percent of what was discarded.

"Eighty-five percent of discarded textiles go to landfills each year, but most are suitable for re-use," said Selke, a home textile industry veteran. "Using recovered fiber for hand-woven rugs means we reduce landfill use. We set an example in our industry, and we draw customers who are committed to eco-friendly décor and environmentally-conscious lifestyles."

Hook & Loom's yarns are created in India, where textiles are sorted by color. Snaps, buttons and zippers are removed before they are chopped up and pulled apart into fiber and re-spun to create recycled yarn. Skilled craftspeople weave Hook & Loom rugs by hand on wooden looms in classic and innovative weaving styles.

"I want to do more than just create great-looking, affordable rugs," said Selke. "I intend to lead an ecologically responsible business I can be proud of and, hopefully, encourage my customers to recognize the impact of recycling their textiles."

Founded by Whitney Selke, Hook & Loom Rug Company (hookandloom.com) is based in Western Massachusetts, and makes 100 percent recycled rugs from repurposed textiles otherwise destined for landfills.

Media Contact: Ellen Lahr, EGLahr Communications, 4133293256, [email protected]

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SOURCE Hook & Loom Rug Company