Wool is a protein fibre with natural resilience and soil resistance, which is why it wears beautifully when treated correctly and badly when it is not.
The single most important difference from synthetic carpet is chemistry: wool does not tolerate strongly alkaline products.
Why pH matters
Highly alkaline cleaners strip wool's natural protective layer, leaving fibre dull, harsh to the touch and more prone to rapid re-soiling. The damage is cumulative and not reversible by later cleaning.
Professional wool cleaning uses products in a wool-safe pH range, with controlled moisture and thorough rinsing.
Common mistakes
Most wool damage seen in homes comes from a short list of avoidable actions.
- Using general-purpose or bleach-based household cleaners on spills
- Rubbing a spill, which distorts and fuzzes the pile permanently
- Over-wetting, which risks shrinkage, browning and odour
- Leaving damp wool without airflow, allowing cellulosic browning to develop
- Applying oxygen or 'colour-safe' bleach products intended for laundry
Everyday care
Vacuum regularly to remove abrasive grit, blot spills immediately with a clean white cloth working from the outside in, and rotate furniture occasionally so pressure marks do not become permanent.
New wool carpet sheds loose fibre for a while — this is normal and reduces with regular vacuuming.