Mohawk Adds New Soil Protection to SmartStrand

Calhoun, GA, Dec. 5, 2014 -- Mohawk said it is enhancing its flagship SmartStrand carpet by adding a new soil protection system called Forever Clean.

Mohawk, which is marking the 10th anniversary of SmartStrand this year, is rolling out SmartStrand Forever Clean, which Mohawk calls "the toughest, easiest to clean carpet on the planet."

Mohawk said that SmartStrand was already the only carpet with permanent, built-in stain and soil protection that never wears off or washes off.

Forever Clean adds what Mohawk has trademarked as Nanoloc technology and characterizes as another layer of protection that locks out spills and makes the carpet even easier to clean.

“Nanoloc is an advanced spill-resistant shield made from nanoparticles that seamlessly lock together, which prevents dirt and spills from settling into the carpet,” says Tom Lape, president of Mohawk residential.

“With SmartStrand Forever Clean, soil is released at three times the rate of other carpets. To say it another way, a consumer would have to vacuum her floor three times versus just one time with SmartStrand.”

Mohawk is promoting the new stain cleaning ability through a partnership with the Tough Mudder competition, a series of more than 100 events which benefits the Wounded Warrior Project.

Each competition is a 10-12 mile obstacle course featuring lot of mud. Mohawk carpet will be placed in some domestic and international courses where it will withstand a beating by more than 120,000 muddy participants.

Mohawk’s partnership with Tough Mudder will be supported at retail with point-of–sale materials, local event kits and social media resources that will be made available to the company’s aligned partners.

For more information on Mohawk and Forever Clean, listen to today's interview with Brian Carson and Tom Lape here.