Empire Today wants to get wall-to-wall carpeting back into living rooms. To help do that, it’s launching Home Fresh, a carpet it says is 100% hypoallergenic, stain-resistant and recyclable, Chicago Business reports.
The company says the product, which it is calling the “carpet of the future,” could change the perception of carpet being outdated and difficult to clean. The product is one piece (as opposed to typical carpeting’s three layers of fuzzy fibers, crushed limestone and a foam pad) and is made from recycled plastic repurposed into polyester yarn that is difficult to stain and doesn’t absorb moisture. It also contains a “secret infused mineral” to help neutralize odors, according to the report. Mohawk Industries partnered with Empire on the product.
"If you or anyone in your family has asthma, allergies or you just want a cleaner home, chances are you think carpet is bad news—not anymore," the company said in an ad for the product.
Since 2000, carpeting has dropped from about 60% of sales to about one third of sales, Chicago Business reports, and has deflated as the popularity of hardwood flooring and other hard surfaces have risen, thanks in part to HGTV stars Chip and Joanna Gaines’ “farmhouse chic” style, which emphasizes wood.
Mohawk President Tom Lape told Chicago Business he believes carpet can be revived if producers can “excite consumers” with products, and Empire Today believes this could be the product that brings carpet back into living spaces.