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INDUSTRY TRENDS the Battle Against Viscose How to Handle the Most Problematic Fiber in Homes Today

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INDUSTRY TRENDS the Battle Against Viscose How to Handle the Most Problematic Fiber in Homes Today INDUSTRY TRENDS The Battle Against Viscose How to handle the most problematic fiber in homes today. BY LISA WAGNER CLEANFAX® APR 2020 10 | iscose rayon is a fiber that ex- are often sold as “luxury” fibers at Cleaners are not being paid a commis- ists in just about every home. luxury prices, and consumers are not sion on the sale, and they have the It is used in creating paper being informed about the realities of firsthand experience of cleaning all V towels, kitchen sponges, diaper this product. types of fibers, so what better person liners, and sanitary products. It is very Sometimes this lack of informa- to get that reliable feedback from? absorbent and often biodegradable. This makes it great for cleaning up messes; however, it is a horrible choice for a floorcovering or fabric exposed to any kind of daily foot traffic, moisture, Viscose rayon production is one oils, spills, pet accidents, or dust. of the most toxic production processes Viscose belongs to a category of fi- bers that professional cleaners are see- in our history. ing much more of these days—regen- erated cellulose fibers. These fibers are tion is intentional, with sellers trying The lies being told about viscose to made of wood and plant pulp which is to push a sale through at maximum consumers heavily chemically processed to give it profit, but sometimes the lack of in- With thousands of readers visiting my a soft, glossy finish. formation is due to the manufacturers Rug Chick blog weekly, I have a steady It is artificial silk; however, it is rare- of these fibers misleading distributors stream of questions and problems ly sold under the name “fake silk.” In- about their products and product concerning all regenerated cellulose stead regenerated cellulose fibers are performance. That misinformation is fibers. It is the top topic from rug shop- sold under many names: viscose, ray- then passed on to the consumers. pers, rug owners having problems, and on, manmade silk, art silk, bamboo Unfortunately, most rug, furniture, professional cleaners. silk, banana silk, cactus silk, Silkette, and carpet retailers do not seek out a Let’s look at some of the lies and Luxcelle, Lyocel, and Tencel. This is deep technical understanding of their half-truths being told to consumers why many consumers believe they products in terms of clean-ability, about these fibers for their furniture have actually invested in real silk rath- durability, and longevity. Neither do and floorcoverings: er than in what is essentially a “paper,” many interior designers. It is the tru- • “It is a luxury fiber.” disposable fiber. ly exceptional interior designer who It is true that there is no fiber If you have not seen many of these takes fabric samples and rug choic- that quite has the look, feel, and fibers yet, you will. This fiber, which es to a textile cleaning specialist to texture of a regenerated cellulose has been the most problematic in the ask which ones will be best for their fiber rug… when it is brand new. rug cleaning world for the past few client’s dining room, family room, or The challenge is these rugs are years, is heavily moving into both fur- kids’ rooms. like a fresh snowfall. They will niture fabrics and installed wall-to- show each and every step you wall carpeting. take for as long as you choose to walk on it. They require constant grooming, which is problematic because the fibers tend to pull, sprout, and lose their sheen with even a little soiling or foot traffic friction. Viscose blend sofa looks dirty after only one month of use in the home. Installed wool and viscose blend carpeting This lack of consumer education is an opportunity for professional cleaners There are many problems with the to become the one resource that con- care and durability of these fibers, sumers can trust for guidance on their Viscose fibers shed and break. but the biggest problem is that they rugs, furniture, and carpet choices. APR 2020 cleanfax.com | 11 Within a short period of time spills. At-home attempts to clean cleaning to get better results and these fibers lose color, shine, and up spills and repeated vacuuming remove the contaminants. texture. With spills or clean-up in traffic areas tend to make these With the introduction of vis- attempts in the home, the results areas look even worse. cose into fabrics on furniture, this are often disastrous. problem becomes even worse be- cause all the areas that accumu- late body oils and hand oils dark- en, and the friction points along the arms fray and break. This makes cleaning viscose fabric perhaps one of the most difficult areas in our industry. If a client, despite all of the in- formation, chooses a viscose rug for her home, then I strongly rec- ommend a fiber protector be ap- plied on day one just to give the In-home spill clean-up Viscose loses color, rug a fighting chance to last a bit sheen, and texture. on viscose can be longer under normal use. Even disastrous. folding these rugs up to ship them This means that professional can cause permanent crease, “Luxury” implies quality. High cleaning is needed much more crush, and texture damage. prices imply longevity. often for these rugs and furni- Hand-knotted wool rugs can ture, which can be an unexpect- • “It is eco-friendly.” last a century or longer with ed additional expense added to When rug shoppers share that proper care. Viscose rugs will an already costly purchase. It the salesperson has told them give owners a year or two before may even be challenging to find a that viscose is an eco-friendly they start thinking about finding good professional cleaner for the choice and they want to know if the replacement. Consumers are job since a number of companies it’s true, I tell them this depends purchasing a high-priced dispos- refuse to clean viscose. on how they define “eco-friendly.” able rug, yet many are not being It is not uncommon to see vis- If they are concerned about told that the life of their new rug cose rugs in for cleaning several items breaking down and being is going to be so short. times a year—not because the biodegradable in landfills, then, yes. Considering these products begin to break down immediate- ly upon use and do not last, they No one ever buys viscose for their floor are not long for this world. Re- member that these are essential- or furniture a second time. ly paper-based, so they burn eas- ily, and they also mildew when • “It is easy to maintain.” household is dirty but because exposed to moisture. I recently had a rug shopper share the rug looks dirty faster than any with me her experience of hav- other fiber. ing a retailer explain how “easy” One of the challenges for pro- a bamboo silk rug would be to fessional cleaners with this fi- maintain in the dining room. I ber is that ideally it should be explained that this would be the dry cleaned with low-moisture worst choice for her dining room or solvent cleaning methods to or any room with regular use. minimize texture change. How- Viscose and all regenerated ever, “wet” problems need to be cellulose fibers have no ability to cleaned with “wet” methods. hide soil. They gray with even light Large spills, water damage, pet dust in traffic areas, and they yel- accidents, and heavy, ground-in Viscose areas left damp too long easily mildew. low with even mild moisture from soil all require more than surface CLEANFAX® APR 2020 12 | YOUR COMPETITION IS TRYING TO BE Better Than You. A franchise should benefit you, the franchisee. A franchise should bring business tools to use NOW. A franchise should speed up your growth. So Give Them a Moving Target! IF YOU’RE ALSO TRYING TO BE ‘BETTER THAN YOU,” WE’RE HERE TO HELP. STOP is not a magic bullet —just a restoration conversion opportunity backed by decades of real stories of change, growth, and market share. STOP is a tight-knit, tailored growth program for restoration companies that want clarity and direction and a like-minded peer group. To start a conversation about your goals, your path, and how STOP might be a fit for you: 800-452-8326 Ext. 1 STOP is a high-support, low-restriction franchise. We aim to be the perfect combination of large territory, branding, tailored guidance and freedom. We partner with ethical, forward-thinking entrepreneurs that seek the power of Franchise offering by prospectus only systems and teamwork. We’ll enjoy meeting you and hearing about your goals. DISCOUNTS AND FINANCING AVAILABLE FREE INFO: Reader Service 226 at Cleanfax.com/freeinfo If the eco-friendly focus is on the production side, then the answer is “no.” In his book, Fake Silk, Dr. Paul David Blanc Within a short period of time these demonstrates with heartbreak- ing, scientific detail that viscose fibers lose color, shine, and texture. rayon production is one of the most toxic production process- Another question for those es in our history. Both land and seeking out a choice that is workers have been destroyed by “eco-friendly” is whether a rug the consumer desire for fake silk. that requires much more fre- It is difficult to read the book quent cleaning is considered and ever look at the viscose ray- good for the planet. on industry the same. For professional cleaners, vis- The making of viscose rayon fab- cose rugs are some of our most ric is banned in the U.S., so the dis- frequent visitors.
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