Pure Wool is a collection of natural, chemical-free wool rugs and carpets manufactured in the foothills of Georgia’s Blue Ridge mountains here in the US. These weaves use wool from small sheep farms in the UK that practice industry-best standards for animal welfare and environmental stewardship. In addition to promoting a healthy environment, a Pure Wool rug protects and enhances our indoor environment, improving indoor air quality through wool’s natural ability to absorb toxic fumes.

Eco-friendly: Sheep produce a new fleece every year, making wool a renewable and sustainable natural fiber. Plus, wool is biodegradable and breaks down quickly, returning valuable nutrients back to the soil at the end of its lifecycle. Pure Wool rugs use only wool from farms dedicated to sustainable farming practices, producing a smaller environmental impact than other common rug materials. 

Durable: Wool is a durable and resilient fiber that maintains its appearance over time and bounces back from compression. It has natural stain resistance: the same lanolin and oils that keep sheep warm and dry protect the wool fibers from staining. The density of wool provides comfort and coziness as well as sound absorption and thermal insulation.

Health & Safety: Pure Wool rugs are free from volatile compounds like dyes, fire retardants (wool is naturally non-flammable), mothproofing, or stain treatments. Further, wool is a natural air purifier that absorbs and neutralizes polluting gases such as formaldehyde, sulfur dioxide, and nitrous oxides. Wool is also a non-allergenic fiber that inherently inhibits mold and bacteria growth and repels dust mites. All of these qualities make wool an ideal flooring material in a healthy home.

Proper care and maintenance will protect your investment for years to come. For best results, we recommend a sturdy doormat for wiping shoes, regular vacuuming without a beater bar, and professional cleaning every 2 years. Wool cleans well and won't soil quickly due to its natural soil resistance, making chemical stain protection treatments unnecessary.

Regular vacuuming is a must for many reasons. First, since Pure Wool rugs are not treated with a moth repellent, it is extra important that you vacuum weekly to remove any moth larvae. Second, new wool rugs undergo a natural shedding process, so vacuuming will help keep the fibers under control. Lastly, the less dirt and dust living in the rug fibers, the less likely you will end up with a stain should your rug get wet. All our Pure Wool weaves come with care guidelines that are accessible on the weave’s webpage under the Care tab.

Underlays or rug pads are a great way to add cushioning, insulation, and floor protection to a carpet or rug. Staying true to Pure Wool’s objective, a Pure Wool Underlay is 100% wool, with no added chemicals or synthetic materials. For wall-to-wall installation, speak with your installer about your yardage needs before ordering. Since this underlay does not have a non-slip coating, it is recommended for use in wall-to-wall installations or under rugs that are weighted by heavy furniture.

Natural wool is a blank canvas, with warm, neutral colorways that blend and balance design palettes of all kinds. The textures created by weaving loops and patterns into wool rugs add visual and tactile richness—an essential component of a well-balanced décor. 

For a thick and comforting landing, Shasta has a loop pile that cradles your feet while adding warmth to rustic or modern country designs. The low-profile St Helens has multi-level loops and natural colors that lend a calm, textural component to Asian Zen interiors. Complete the comfy vibe in bedrooms with Crater Lake or Lassen, both weaves with plush piles and soothing hues. All our Pure Wool rugs are made-to-order—simply choose your weave, color shade, shape, and size preferences—or purchase broadloom for wall-to-wall installation.