Equally important are the stories and circumstances of the many individuals and communities throughout our supply chain, and we make it our mission to improve lives, with minimal eco footprint.
Sustainable Materials, Timeless Craftsmanship
We create our rugs from the finest organic materials–such as New Zealand wool and Chinese silk, produced using traditional methods. These natural fibres, prized for their durability and sheen, come alive through techniques passed down across generations. Our mission marries artistry with sustainability to enrich lives whilst treading gently on our planet.
The Artisanal Journey
Our process begins by carding and spinning raw wool. Skilled hands comb and blend fibres to banish clumps, yielding fine, robust yarn. This cherished craft sustains workers, bolsters local economies, and preserves a time-honoured trade.
Once spun, artisans wind yarn into hanks and prepare it for dyeing. Our dye master develops precise, eco-conscious recipes, first testing each hue on a small sample. Only when perfected, does the bulk dyeing begin—a process taking many hours, tailored to quantity and intensity—to produce rich, uniform colours, without harm to the environment.
Colour plays a critical role in our craft, and our choice of dyes reflects this. We use azo-free dyes, which provide full creative freedom while avoiding harsh chemicals. These eco-friendlier dyes are gentler on workers continually exposed to them and kinder to the environment. They prevent water pollution, soil contamination, health risks in manufacturing, and potential allergic reactions from the finished product.
Weaving a Masterpiece
On the loom, cotton threads are vertically warped to craft a sturdy foundation. Weaving is a true labour of love: a single rug requires months of hand-knotting, each tie a mark of our artisans’ skill and patience, and of the craftsmanship that dates back centuries This ancient craft remains the gold standard in rug making, producing exceptional quality and durability.
After weaving, our artisans meticulously refine each rug—tucking threads and carving designs for depth and detail. The rug is then washed, dried, and stretched on a frame to restore its intended shape and size. Binding and finishing perfect the edges and surface, ensuring no loose threads or stray knots remain.
Commitment to People and Planet
Our partnership with Label STEP, a globally recognised NGO, reflects our devotion to fair trade and ethical practices in the handmade carpet trade. Through rigorous audits and certifications, Label STEP upholds transparency, fair wages, and safe working conditions across our supply chain.
Label STEP also empowers vulnerable communities with educational programmes for weavers and workers, whilst awareness campaigns enlighten global consumers. This dual effort strengthens the social and environmental impact of every rug, weaving a legacy of positive change.
A Call to Conscious Living
At Northwest 35, we believe luxury hand-knotted rugs can be both beautiful and ethical—crafted from organic materials, rooted in tradition, and designed to last a lifetime.
Choosing a Northwest 35 rug is effectively choosing to support a community of skilled artisans, embrace sustainable practices, and participate in a vision that honours both the earth and the people who bring this art to life. More than simply a rug, each is a testament to care, crafted one knot at a time.
This World Environment Day, we invite you to reflect on the stories behind the objects you welcome into your home. Join us in celebrating craftsmanship that respects our planet and its people.
Learn more about our values and the people behind Northwest 35.
