Lauv

Production locations –

• India (Bhadohi): Known as the hub of hand-knotted carpets in South Asia, Bhadohi is central to the carpet industry, ensuring expertise in hand-tufted craftsmanship on cotton cloth.

Working Conditions & living wages – 

Lauv’s carpets are hand-tufted in Bhadohi, where local artisans skilled in traditional carpet-making contribute their craftsmanship. The brand acknowledges the environmental and social impacts of carpet production by ensuring waste management practices and overseeing chemical use. Certification details observed by the founder confirm that environmental protections are in place, although specifics of these certifications were not provided.

The region’s historical significance in carpet production offers a blend of rich craftsmanship with modern ethical standards, although the complexities of working conditions in South Asia necessitate continued vigilance. Lauv maintains direct oversight of production, which aids in ensuring that ethical practices are upheld in line with the brand’s standards. 

Materials –

• 100% New Zealand Wool: Known for its durability and sustainability, NZ wool is a natural, renewable resource.
• Tencel: Sourced from wood content, known for its environmentally responsible production process.
• Cotton anti-slip backing: Offers stability and usability while being a natural material.
• 50% NZ Wool, 50% Viscose Blend: Combines the sustainability of wool with the softness and shine of viscose, though viscose’s sustainability depends on its production process. 

Packaging –

In the supply chain, carpets are transported on cardboard rolls covered with plastic. 

Water usage & chemicals – 

Lauv aims to avoid harmful substances in the dyeing process, aligning with eco-friendly practices. Waste management is conducted responsibly, ensuring no harmful chemicals are discharged. This approach helps reduce the environmental impact associated with chemical use in textile production.

Circular product design – 

The materials used in Lauv’s carpets are mostly recyclable, which enhances their longevity and reduces environmental impact. While the inclusion of some synthetic blends may complicate recycling, these are minimal and the primary focus remains on long-term usability of the carpets.

Circular business models – 

In production, waste management is a priority; the facilities ensure that waste is not dumped and chemicals are not discharged.

Currently, Lauv does not offer a repair or takeback service for the carpets. However, the company provides comprehensive care tips to extend the products’ life, encouraging long-term use and care by the owners. This approach indirectly supports circularity by minimizing waste and promoting maintenance over replacement.

Distance & complexity of the supply chain – 

• Production locations: India
• Luv HQ is located in – Kortrijk belgium
• Lauv sells/​exports in these countries: worldwide

Transportation –

• Transportation: all conducted by plane due to the international nature of the supply chain

Lauv does not have specific information about the welfare standards for the Merino wool sheep used in their products. The brand lacks direct knowledge of the supplier providing the wool to the manufacturing facility, which leaves questions about animal welfare and sourcing practices.

Product design –

Lauv embraces a slow fashion ethos with atypical, abstract, and fun designs that stand out in the rug industry. Emphasizing sustainability, all rugs are tailor made, enhancing the personal connection between the product and its owner.

Slow fashion processes – 

Lauv does not engage in traditional sales periods, further aligning with slow fashion principles by avoiding the cycle of overproduction typical of sales-driven brands. The brand also educates customers on how to care for their wool rugs using natural agents, providing cleaning tips to extend the lifespan of each product. This approach not only preserves the quality of the rugs but also promotes sustainable practices among consumers.

By focusing on made-to-order production and offering detailed maintenance advice, Lauv ensures that each creation is cherished for years, embodying the essence of sustainable and thoughtful consumption.

Transparency on product – 

Lauv provides detailed information about the materials used in their rugs on their product pages. However, the traceability of the specific source of these materials could be more transparent. Customers can understand what materials are used but may not be able to trace exactly where each purchase was produced unless they inquire directly.

Transparency on processes – 

While the specifics of material sources are not extensively detailed, Lauv has shared considerable information with COSH! regarding their production processes and sustainability efforts. This openness includes insights into how their products are made and the environmental considerations taken during production.