Sustainability Philosophy
At Massimo, we are committed to integrating sustainability into our design process, striving to ensure that design and responsibility go hand in hand. We carefully select materials – such as wool and hemp – and work closely with suppliers we have built long-term relationships with. We are developing documentation of the environmental impact of our products through CO₂ calculations using Målbar and focus on responsible production through social audits and long-standing partnerships via Amfori BSCI. We believe that the choices we make today – from material selection to transportation – shape our impact on the interiors of tomorrow.
By continuously staying mindful of the future, we grow as a company, ensuring that our journey is one of ongoing improvement. Embracing sustainability not only opens doors to new ideas but also drives our evolution as a business. Our future strategy is to establish a clear approach to sustainability and integrate it into all aspects of our work moving forward.
Our Products
On our journey towards a more sustainable future, Massimo is also focusing on expanding our range by incorporating carefully chosen materials in the creation of our rugs. Massimo continuously expands its range with natural materials such as wool, hemp, and jute, carefully selected for both quality and environmental considerations. We prioritize responsible sourcing and work with suppliers who meet recognized standards for sustainability and social responsibility. Our designs and craftsmanship focus on durability—both aesthetically and functionally—so our rugs can be enjoyed in homes for many years to come. We also regularly evaluate the performance and lifespan of our products to ensure they meet our high standards. However, It is important for us to carefully consider the materials used in our products, which is why we work intentionally to reduce our environmental impact through the choices we make and the production methods we employ. We prioritize natural and recycled materials that meet high standards for quality and sustainability. We set clear, measurable goals and regularly monitor our progress to ensure our products evolve in a positive and responsible direction.
Our use of wool emphasizes quality and durability. Wool is a 100% natural material that can last for many years with proper care. It is biodegradable and free from harmful chemicals, contributing to a lower environmental impact compared to many alternatives.
Bamboo represents a sustainable and natural approach to working with textiles. It grows faster than any other tree, without the need for environmentally harmful substances, and absorbs 2x as much carbon dioxide as trees while releasing over 30% more oxygen. Bamboo also supports biodiversity by providing habitats for many endangered species, such as the panda. In textiles, bamboo is extremely strong and durable, making it an ideal material for our products.
Our rug, REPEAT, is made from rPET, a collected, cleaned, and recycled version of PET (Polyethylene Terephthalate), one of the most commonly used plastics in manufacturing. By utilizing rPET, we reduce the environmental impact by saving materials, energy, and carbon emissions while removing plastic from nature and repurposing it as a valuable resource in our production.
Our use of wool emphasizes quality and durability. Wool is a 100% natural material that can last for many years with proper care. It is biodegradable and free from harmful chemicals, contributing to a lower environmental impact compared to many alternatives.
Bamboo represents a sustainable and natural approach to working with textiles. It grows faster than any other tree, without the need for environmentally harmful substances, and absorbs 2x as much carbon dioxide as trees while releasing over 30% more oxygen. Bamboo also supports biodiversity by providing habitats for many endangered species, such as the panda. In textiles, bamboo is extremely strong and durable, making it an ideal material for our products.
Our rug, REPEAT, is made from rPET, a collected, cleaned, and recycled version of PET (Polyethylene Terephthalate), one of the most commonly used plastics in manufacturing. By utilizing rPET, we reduce the environmental impact by saving materials, energy, and carbon emissions while removing plastic from nature and repurposing it as a valuable resource in our production.
Fabric Transparency
Fabric transparency is central to our commitment to sustainability. By tracing each step from raw materials to finished textiles, we ensure that our fabrics meet high ethical and environmental standards. This transparency allows customers to make informed choices and reflects our dedication to responsible sourcing and accountability.
Being sustainable isn’t just our strategy, it’s our promise for a better future. At Massimo, quality, responsibility, and transparency are at the core of everything we do. We hold certifications that reflect our commitment to safe, responsible, and high-quality production – including: OEKO-tex, Amfori and Care And Fair.
In our production, we also work with globally recognized standards and certifications that support fair working conditions, environmental care, and material transparency – such as: ISO9001, ISO1400, Smeta, SA8000, GRS.
We see certifications as a valuable tool to ensure integrity, build trust, and deliver lasting quality to our customers.
Our Production
Over the years, we have built strong and trusted relationships with our manufacturers, some of whom have been with us from the very beginning. Together, we conduct thorough quality control at every stage of rug production — from sourcing raw materials to spinning, dyeing, weaving, washing, and finishing. This ensures that our rugs are made to last for many years and supports a more responsible approach to consumption, moving away from a throwaway culture.
That full control over the process also allows for experimentation with design, materials and techniques regardless of the size of the project. No idea is too small or too big - and that’s the foundation of our many partnerships and collaboration.
Our rug production is based in India, where skills of weavers are passed down from one generation to another, handcrafting textiles renowned worldwide for their quality and intricate artistry. Every process involved in making a massimo rug is manual, which means each rug is one-of-a-kind.
Waste
At Massimo, sustainability is woven into every aspect of our operations, beginning with our headquarters. We prioritize waste reduction across our office and warehouse by reusing materials like plastics, cardboard, and pallets wherever possible. Between Autumn 2023 and Autumn 2024, we managed a total of 1,100 kg of sorted waste, including 170 kg of cardboard and 930 kg of residual combustibles. This focused waste sorting reflects our dedication to minimizing environmental impact and using resources efficiently, even as we grow.
We maintain detailed records of our waste to better understand and reduce our environmental impact. We actively work to minimize waste and reuse materials whenever possible and practical. This is an integral part of our overall goal to operate the company more sustainably. At the same time, we continuously explore new opportunities to improve our processes and make our operations more efficient and environmentally friendly.
Our approach to waste management focuses on minimizing waste, increasing recycling and reuse, and supporting sustainable practices throughout our operations and supply chain. By continuously working to reduce our environmental impact, we are committed to promoting responsible waste practices across all stages of our business.
We see environmental responsibility as a shared commitment and work closely with our supply chain to support sustainable practices. With clear guidance in place, we aim to reduce the environmental impact of waste by focusing on recycling and reuse. Our efforts include responsible sourcing of recycled materials, efficient waste handling, and designing our products with recyclability in mind.
We prioritize the well-being of animals and are dedicated to sourcing materials responsibly. The wool used in our carpets is a natural fiber obtained from animals that we ensure that their welfare is respected throughout the process. By collaborating closely with our partners, we ensure that the sheep providing our wool are treated humanely and live under conditions that meet high welfare standards.
Transport
At Massimo, we are fully aware that we produce goods, but that doesn’t mean we overlook the circumstances surrounding their handling. That’s why, whenever possible, we consolidate shipments from various producers to ensure we maximize container capacity before dispatching. By waiting to ship until containers are as full as possible, we minimize our environmental impact by avoiding unnecessary waste of space. In essence, we don’t transport air—we transport products. This approach aligns with our commitment to reducing our carbon footprint and efficiently using resources. 80% of the paper and cardboard used in our packaging is FSC-certified. The FSC certification ensures that the materials used comes from responsibly managed forests, promoting sustainable forestry practices that protect biodiversity, support local communities, and ensure long-term environmental sustainability.
The Massimo People
Massimo is a small, yet strong company with a dedicated team, where each employee plays a vital role in keeping the business running and driving sustainable growth. At Massimo, we prioritize creating a supportive work environment, ensuring the best conditions for the brand, our employees, and all of our partners.
Through our global production network, we ensure that our manufacturing partners operate under conditions that reflect our company values. This approach helps create jobs and foster development for a wide range of people. We place great importance on maintaining transparency in our production processes and regularly visit our partners in India to uphold strong relationships while verifying that the working conditions meet our standards and agreements. This strengthens our collaboration and drives the brand forward in both sustainable and socially responsible directions. Transparency is key to maintaining trust with all of our partners.
Through certifications such as Care and Fair and Amfori, we actively work with organizations to ensure fair and ethical working conditions at our international production sites.
The Future
Striving for Full Transparency
At Massimo, we are constantly evolving toward a future of innovation and sustainability, an exciting journey that we are proud to be part of. As we help shape the future, it shapes us in return. We are committed to setting new, ambitious goals to enhance our products, sharpen our awareness, and elevate our brand. With a forward-thinking mindset, we continue to push boundaries, ensuring that we remain at the forefront of design and sustainability for our global customers. By setting clear targets, we drive ongoing development and deliver even greater value to our clients.