Hook & Loom offers three types of high quality, affordable natural rugs: recycled cotton fiber rugs, GOTS-certified organic cotton rugs, and natural wool rugs. As pioneers in the natural rug industry, the brand was one of the first to ensure their rug production excludes harmful chemicals, dyes, or latex. Since even vegetable dyes or natural dyes require chemical mordant to adhere to the color, Hook & Loom limits toxicity through their unique design and production which eliminates the need for dyeing.
Over half the brand’s inventory comes from rugs made of post-consumer recycled cotton, making better use of the huge amount of textile waste generated yearly. Hook & Loom audits their factory partners personally, sources almost entirely from small businesses and gives back to their community. Hook & Loom has been awarded our top overall rating and at the time of writing is our top rated rug brand.
About Hook & Loom
Founder Whitney Selke first started Hook & Loom in 2013 in Lenox, Massachusetts, to fill a gap in the market for non-toxic, natural area rugs for the home. His mission for Hook & Loom was to make comfortable, durable, beautiful, and safe rugs without harming the environment, animals, or people. The brand’s main line is called Eco Cotton Rugs, which are handcrafted in India with colored yarns sourced from recovered discarded textile fiber that are then hand-woven. These come in a wide range of colors and styles. Their GOTS-certified organic cotton rugs and wool rugs come in natural color ranges, given the lack of dyeing.
Product Categories
Attributes
Ethical Sourcing
Raw materials have been sourced ethically with people and planet in mind.Handcrafted
Products have been made by hand, typically by an artisan or group of artisans.Non-toxic
All products are made with ingredients or materials that are currently considered non-toxicOrganic
Products are made from organic materials.Recycled materials
Some or all products are made with recycled materialsUpcycled
Products have been upcycled from an unusable or undesirable form into new products.Certifications / Memberships
Location
Massachusetts, USA
Pricing
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Review Summary From Other Customers
Pros
- Customers regularly commend their stylish handwoven rug aesthetics and durability.
- Colored rugs from recycled yarns are reported by customers to not fade over time.
- The use of natural fibers and the absence of synthetic additives keeps rug wear-and-tear to a minimum, according to buyers.
Cons
- Some limited reviews mention a rug sizing discrepancy, and a small fraction of buyers report concerns over rug textures, which can feel rougher than other non-sustainable, synthetic options.