Toronto, ON / New York, NY, September 25, 2025 – Creative Matters, the renowned rug design house, has unveiled its latest collection, Loominary, at Cover Connect New York (September 13 - 15). The collection offers abstract compositions in warm earth tones, softened browns and neutrals of stone and cedar. The 10 designs are available in 13 colourways, and are designed to be customized in size, colour or shape.
Rooted in natural fibres, Loominary’s softly harmonized colours flow across surfaces and echo’s nature’s quiet moments. The curve of a shoreline, the shifting patterns of windblown sand, and the geometry of shadows at dusk. They invite stillness and calm while infusing spaces with depth and a sense of play in furniture placement.
Far from being static objects, rugs are living surfaces that are capable of grounding, illuminating and transforming the space they dwell in. Loominary embodies this philosophy.
“As a gathering of the most forward-thinking voices in rug design, Cover Connect offered the perfect stage for Loominary’s debut. Loominary is about finding harmony and beauty in what is subtle. A minor shift in pile height, a surface shaped by hand, turns restraint into elegance. It is a meditation on colour where tones drift and layer, delivering a sense of ease and order,” said Ali McMurter, managing partner, Creative Matters.
From Loom to Rug
Behind each Loominary rug is the story of the artisans who bring Creative Matters designs to life. Documented by Nepalese photojournalist Narendra Shrestha, the making of the collection unfolds through natural fibres transformed into yarn, and then dyed with natural colours. Looms are strung with precision, and knots are tied entirely by hand. Each rug is washed, sheared and finished into a surface that is steeped with a human touch.
The Loominary Collection will be available through Creative Matters’ network of partner retailer showrooms, and custom rugs are available directly through Creative Matters.
Lucent Cedar
Left Image: Narendra Shrestha
Stria Clay
Left Image: Narendra Shrestha
Obscura Goldenrod
Left Image: Narendra Shrestha
ABOUT CREATIVE MATTERS
Established in 1988, Creative Matters designs hand-knotted rug collections and custom, fair-trade floor coverings for clients in over 40 countries. It was the first North American company to commit to the Label STEP, an international non-profit association that promotes fair trade in the handmade carpet industry based on safe working conditions, fair wages and sustainable, responsible production. In 2024, Creative Matters expanded its recycling partnerships in Canada, exploring repurposed yarn libraries and emphasizing the reuse of post-consumer materials. Wool and other fibres comprised 82.50% of projects, and it reduced well-to-wheel (Wtw) emissions for courier shipments by 70% in partnership with its top shipping provider. Its innovative product, EcoAx, a 100% biodegradable woven Axminster, has a biodegradation rate of 63% within 67 days.