Marking the 10th anniversary of its flagship carpet brand, Mohawk has given SmartStrand a new name, a new partner, and a new innovative feature.
SmartStrand Forever Clean uses Nanoloc technology to create a permanent spill-resistant shield. The technology uses nanoparticles that lock together and move with the carpet fibers to prevent spills and dirt from settling into the carpet, and to release dirt more easily, according to Mohawk. The company has dubbed Forever Clean “The Toughest, Easiest to Clean Carpet on the Planet,” and says it can release three times more dirt than the competition, based on independent CRI XRF soil testing.
In addition to the upgrade, Mohawk is also welcoming a new partnership in 2015—with Tough Mudder, a popular obstacle-course challenge in which participants traverse a 10-12 mile course designed to test strength and teamwork. Mohawk will install SmartStrand Forever Clean on domestic and international courses, where thousands of participants will put the product to an extreme durability test.
The first challenge came at “The World’s Toughest Mudder”—a 24-hour race—in Las Vegas on November 15, with a piece of the new carpet placed after the course’s Mud Mile, which requires racers to make their way through a series of waist-deep mud pits. After the race, Mohawk cleaned a portion of the carpet by marking an ‘X’ into the sample.
SmartStrand Forever Clean is now available to consumers, with Nanoloc technology present in every SmartStrand carpet currently being sold.