What to do if you have an excellent product made by local craftspeople and want to conquer America? Danish carpet brand ege came up with an original solution: to launch their new Montgolfier collection at New York fashion week. That certainly makes the brand stand out in the crowd, but there are more reasons than this to discover its carpets.

Twenty models walked along the catwalk wearing specially designed outfits made of carpet. “We have refined our collections to appeal to a niche in the market, where customers focus more on design expression than on price and quality. Our target group seeks to find extraordinary carpet solutions that offer unlimited design options and applications”, explains CEO Svend Aage Færch Nielsen. Working together with designers and studios like Muurbloem, Conran & Partners, and Nicolette Brunklaus, and with fashion personalities such as David Andersen, Christian Lacroix, and Jean Paul Gaultier. ege launches a new couture collection at six-month intervals. “Due to our advanced production facilities, we can produce any design imaginable, and are truly able to create ‘carpet couture’.”

fishing nets used to make ege carpets, cradle to cradle
Mette Frydensbjerg Jacobsen, who is responsible for PR and communication, recounts ege’s modus operandi: “We have our own design team that, together with the customer, develops the design based on an existing collection or produces a completely new design. Throughout the development process, the customer receives small carpet samples, until the design is 100% settled. Often our designer visits the customer and the venue to get a feel of the place, the customers, and the surroundings, taking all these conditions into consideration for the new design. It is then produced at our own production facility in Herning (Denmark), where there is a 120m-long dyeing machine – the main reason we can make one-off designs.”

The company has been producing carpets since 1938, and is now one of Europe’s leaders when it comes to the design, development, and production of high-quality carpets that respect the environment. The USA happens to be the world’s largest and toughest market. “Some of the competitors we face in the US produce as much carpet in one week as we do in a whole year”, claims Nielsen. The difference is that ege is not only innovative and fashionable, but also sustainable, as is evidenced by its CSR (Corporate Social Responsibility) rating. Jacobsen adds, “A more product-specific example is the Cradle to Cradle certification we have recently received for our patented carpet-tile backing, a material manufactured under conditions which ensure that valuable resources remain in a closed cycle. With this, we have made another giant step, cementing the support of Ecotrust. The customer can rest assured that ege carpets have a minimal impact on pollution, and that any residual materials are recycled.”

launch eye Couture collection at the New York Fashion Week
Epoca Structure, by ege.