Ethnicraft expands into flooring

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Mazandaran rugs

New York, N.Y.–Ethnicraft, a Belgian furniture brand, has introduced its first flooring collection with a series of kilim rugs. Designed in collaboration with Ashtari, a contemporary carpet store in Antwerp, each Kilim rug is made using 100% locally sourced sheep wool, which is said to provide durability, warmth and versatility.

Handcrafted through traditional weaving techniques, the company said only the highest quality yarns are used, creating an interplay on texture and tone. In order to ensure durability and strength, each rug is handmade as one piece.

“Each yarn is hand-made on a traditional weaving loom and carefully selected to ensure that the individual finish and natural texture of each item are maximized,” said Reza Ashtari, co-founder of Ashtari carpets. “All rugs in this new collection are hand-made in Pakistan by experienced artisans with knowledge that goes back more than 150 years. As such, each rug carries its own story with reference to the past of traditional craftsmanship and a transition to the future with timeless colors and patterns. There are so many people involved in producing the kilim rugs before they actually reach the customer, and that is a very exciting process. Each rug is truly handmade and that is very special, especially for Ethnicraft, which fits perfectly with the craftsmanship that they stand for.”

The blue and black Mazandaran rugs are inspired by the traditional rugs from the Mazandaran province in Iran near the Caspian Sea that feature a striped design. Traditionally made from several pieces joined together, Ethnicraft’s Mazandaran rugs are woven as one solid piece to increase durability.

The connection between past and present, craftsmanship and aesthetics, is only reinforced by durable locally sourced wool that contributes surprising nuances and color variations to the rugs. These irregularities originate from the natural wool pigment that wraps around the yarn, resulting in unique rugs suitable for any space.

The collection includes a series of seven rugs, each in three sizes: 8 x 5.5, 10 x 6.5, and 11.5 x 8.25.

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