LENOX, Mass.–Founded by home textiles veteran Whit Selke, Hook & Loom Rug Company has debuted as a resource for stylish, affordable handwoven rugs made with 100 percent recycled textile fiber.
Committed to an ecologically sensitive production model, Selke sought to avoid the use of dyes and generate excessive amounts of waste water in his new company, and he also rejected organic cotton because it relies heavily on precious water and land resources, the company said. Instead, Hook & Loom Rug Company uses color-rich yarns that are spun from reclaimed, recycled textiles that would otherwise be destined for a landfill. Made in India, craftspeople weave Hook & Loom rugs by hand on wood looms in several weaving styles.
“I wanted to do more than just create great-looking, affordable rugs,” said Selke. “I wanted to build an ecologically responsible business that might serve as a model for other companies. I wanted to build a business I could be proud of, inspire other businesses, and hopefully, encourage my customers to recognize the value and impact of recycling their textiles.”
He added, “The vast majority of textiles added to landfills are entirely suitable for fiber recovery. When we use this recovered fiber we reduce landfill use and, ideally, inspire other companies to follow our example.”