What Does It Mean to Be a Sustainable Rug Company? NuStory’s Sustainability Initiatives

Sustainability has become more than just a buzzword; it's a responsibility we all share as global citizens. NuStory is taking the lead in redefining what it means to be a sustainable rug company. We're writing a new story for the rug industry.

At NuStory, sustainability isn't just an add-on or a recent trend — it's been an integral part of the company's identity since the beginning. With a brand story that revolves around caring for the craftsman, the customer and the planet, we’ve set the highest standards for sustainability.

Navigating Greenwashing

When companies are quick to jump on the sustainability bandwagon, the concept of greenwashing — a deceptive practice where businesses claim to be more sustainable than they are — is an issue. We’re aware of this challenge, and we embrace sustainability as more than just a concept; it's a set of guiding principles and actions deeply ingrained in our day-to-day operations.
How can rug customers separate genuine sustainability efforts from mere marketing? It all starts with a basic understanding of what you’re buying, how it’s made and what it’s made of.

Decoding Sustainable Rug Company Terminology

These terms may seem obscure to the average buyer, but they play a crucial role in NuStory's commitment to sustainability.

Standards

Responsible Wool Standard (RWS): This standard ensures that the wool used in our rugs comes from sources that prioritize the well-being of sheep and the land they graze on. It emphasizes responsible farming practices and ethical treatment of animals. Certified by Control Union #CU886101RAF02.

Global Recycled Standard (GRS): GRS certification ensures that NuStory's products contain a significant amount of recycled materials, contributing to a circular economy and reducing the demand for virgin resources. Certified by Control Union #CU857903MUL-2023-00069909.

Materials

Recycled Claim Standard (RCS): We use recycled backing cloth and wool to create our rugs. This not only reduces waste but also conserves resources and energy. Certified by Control Union #CU857903MUL-2023-00069909.

Recycled Polyester: By incorporating recycled polyester into our rugs, NuStory helps divert plastic waste from landfills and oceans, giving it a new life in a sustainable product.

Better Cotton Initiative (BCI): We support the cultivation of cotton through the Better Cotton Initiative, which promotes environmentally and socially responsible practices in cotton farming. Better Cotton™ is sourced by a system of mass balance and is not physically traceable to final products.

Natural Fibers: We recognize the value of using natural fibers like jute and wool, which are biodegradable and have a lower environmental impact compared to synthetic alternatives.
 

Practices

Sustainable Manufacturing: We use solar panels to fulfill 30% of energy needs, reduce carbon emissions by replacing coal with locally sourced rice husks, recycle plastic bottles into durable PET yarns for outdoor carpets, streamline processes to minimize waste, and incorporate natural materials like wool, linen, cotton and jute. We also deploy natural dyes like indigo and saffron in the design process.

Goodweave Certification: We ensure that rugs are produced under ethical and fair conditions, without the exploitation of vulnerable workers, especially children. Certified by Goodweave International #GW-1017-266.

Fair Trade: Many of our rugs are made in a Fair Trade Certified™ factory, ensuring that the artisans and workers involved in rug production are treated ethically and paid fairly for their craftsmanship.

Water Conservation: Every ounce of water is valuable. To aid our conservation efforts, we wash our tufted collections with a low concentration of detergent and less water. We treat all residual water using our onsite effluent treatment and wastewater recycling facility, using this clean water to irrigate the fields around the factory.

Last Loop

NuStory is on the path to a more sustainable future. Through our commitment to responsible practices and transparent communication, we hope our sustainability story will provide a blueprint for others to follow.