Materials
We believe you should know exactly what's in a Groundstory rug - what it's made of, how it performs, and why we chose it. No vague marketing language. Here's the full picture.
Non-toxic, safe for kids and pets
All of our rugs are independently tested for flammability, fiber content verification, and harmful substance emissions including TVOCs, formaldehyde, styrene, and 4-phenylcyclohexene.
Both collections are certified to OEKO-TEX® STANDARD 100 (certificate 11-81712, Shirley) - one of the most rigorous independent textile safety standards in the world. Every component of a STANDARD 100 certified product has been laboratory tested against strict limit values for over 1,000 harmful substances. You can verify our certification anytime at oeko-tex.com/label-check.
100% Virgin Polypropylene Pile / Cotton-Polyester Blend Backing
Elementa is built for real life. The pile is made from virgin polypropylene - a material that is inherently waterproof, not just surface-treated. Liquids bead on the surface and shouldn't penetrate into the backing under normal household conditions. It resists mold and mildew, emits no VOCs, and is free of heavy metals and harsh chemical dyes. Color is achieved through masterbatch coloring, meaning pigment is integrated directly into the fiber - so it shouldn't fade or wash out over time.
Elementa is machine-made with a pile height of 8mm. The high-density construction contributes to both its durability and spill-resistance performance. Edges and corners are reinforced to prevent curling or fraying.
Safe for children and pets. Designed in California. Made in China.
50% New Zealand Wool / 50% Nylon Pile / Cotton-Polyester Blend Backing
Estate starts with New Zealand wool - known for its longer individual fiber length, exceptional softness, and natural resilience. We blend it 50/50 with nylon to reduce shedding and improve durability without sacrificing the feel underfoot. The result is a rug that's noticeably softer than a synthetic, holds its shape over time, and settles beautifully with use.
The wool undergoes repeated steam heating and washing before production, which helps it naturally resist stains and odors. Some shedding is normal in the first few weeks as fibers settle - this is a natural characteristic of wool-blend rugs and will diminish over time.
Safe for children and pets. Designed in California. Made in China.
Want to know more about what goes into our rugs? Email us at support@groundstory.com or contact us here.
