Featuring illustrative tropical motifs that are uniquely Justina Blakeney, the Optimism Collection for Justina Blakeney x Loloi is hand-tufted of 100% wool pile by skilled artisan in India.
At age 58, Amir Loloi still speaks with youthful excitement when he describes his travels to India. As owner and head designer of Loloi Rugs, Amir has traveled the Indian countryside for the past 25 years searching for the best weavers and craftspeople. During his travels, he would hop from village to village, visiting the artisans themeslves. Different shops have different specialities. At each factory, he sits with the craftsmen, sipping tea and trading ideas. It is during these conversations that these beautiful creations begin. Loloi's mission is to bring new life to a centuries-old craft. Whether it be the dipdyeing of wool or the intricate task of weaving, there is a proud artisan who keeps this time-honored tradition alive. It is behind the walls of these village factories where looms takeover machinery and artisans takeover engineers. Loloi is a brand that brings the best spaces together with intention, where a good rug does more than tie the room together, it sets the home apart.
Loloi is also a proud partner with GoodWeave International, a non-profit company that takes a holistic approach to ending child labour. Their efforts include conducting audits in rug factories in India to ensure no child, forced or bonded labour is used to make the rugs. They also raise funds to support child education in rural parts of India.
Wool rugs have been much loved by consumers worldwide for centuries due to its many great qualities. From an eco-friendly perspective, wool is a renewable resource and is biodegradable making it a great choice for “green” households. Wool rugs typically have superior strength and durability compared to synthetic fibres. The pile of a wool rug is very sturdy and insulating. It is also naturally fire retardant and self-extinguishing. You might have heard of lanolin? It is a natural substance found in wool that coats its surface making it stain resistant. This coating helps stop dirt and stains from actually penetrating the wool. That is why spills on wool is very easy to clean. Finally, wool is a healthy choice when it comes to a rug. Wool is a natural material that is hygienic and non allergenic, it has no harmful gasses and deters the growth of bacteria and dust mites. For this reason, we view wool as the best choice particularly for a baby’s nursery or kid’s bedroom.