For style and beauty:
The natural beauty of wool carpet, including its ability to yield clearer colors than do synthetics, comes from its complex fiber structure, totally unlike synthetic/plastic carpet fibers.
Wool is the only carpet fiber that is naturally flame resistant. Wool meets flammability and low smoke emission standards that prove difficult for synthetic carpets to match.
For appearance retention:
The basic character of wool, admired for centuries, has not changed. Synthetic, or plastic carpets such as olefin, nylon, polyester, etc., need frequent cleaning. It's a fact that soil from industrial emissions and petroleum sources, particularly those in the air, are attracted to the petro-chemical based synthetic fiber carpets. This can cause "greying" or dullness in traffic areas, requiring frequent cleaning. The synthetic carpets that require stain "protectors" seem the most vulnerable to this rapid soiling. Stain resistant finishes are not recommended on wool carpet. The appearance retention qualities of wool have long been known to makers of fine oriental rugs.
Why choose wool?.........Nature did!