When was the last time you thought about the creation of carpet? If your answer is almost never, join the club. That plushy surface that embraces our feet is rarely given a second thought. Modern homes typically avoid the aesthetic altogether, citing its dated look and maintenance as a burden for homeowners and prospective buyers. Although carpet may be out of vogue for the majority, for a small cult-like community in Dalton, Georgia–often referred to as the “Carpet Capitol of the World”–carpet is the only thing on their minds.

The stylish documentary Carpet Cowboys is a macro look at the businessmen and innovators behind some of the country’s mundane masterpieces. Directed by Emily Mackenzie and Noah Collier with Riel Roch-Decter producing and John Wilson (yes, of Max’s docu-series How To with John Wilson) and Sebastian Pardo as Executive Producers, the meticulously eccentric Carpet Cowboys is the result of sharp-witted and contemporary creatives behind the lens. Humorous (sometimes uncomfortably so) while remaining observational and objective, this documentary is an all-around fresh and fun watch.

Throughout the film’s swift 84-minute runtime, we’re introduced to some of the men who have disrupted the carpet industry. That includes Scottish ex-pat Roderick James, a hotel and casino carpet designer (the most animated of the bunch). Like a Michael Scott-type caricature who’s passionate about textiles, Rod peacocks his personal style through his wardrobe which primarily consists of his cowboy hat, fringe suede jacket, and stacks of thick silver rings. His eye for design may not translate in a fashion sense but when it comes to patterns for his textile business, Rod knows a good carpet design when he sees one. His iPhone is his tool and the outside world is his inspiration. Capturing the bark of a tree or blades of grass in a field can become Rod’s next pattern (which is ironic considering he is capturing natural elements and memorializing them on an item that belongs indoors).

In a similar way that How To with John Wilson acts as an observation commentary on the niche cultural interests of a community, Carpet Cowboys follows the same blueprint. Mastering the balance of neutrality while also infusing comedy into the pacing and editing is a tricky task but one that Emily Mackenzie and Noah Collier accomplish gracefully. They set up various scenes with a keen eye for dramatics but don’t interfere with the subjects onscreen to create the humor. Rather, they patiently let the characters bring the humor themselves, which they always do. This makes the film feel truly authentic, and not forced or contrived. These are real people with a real passion for carpets and no matter how silly or lighthearted that sounds, the subjects are never painted in a negative or “less than” light. To each, their own.

Carpet Cowboys is more than just a film about carpets. It also serves as a commentary on the American Dream and the rapidly changing landscape for small business owners and entrepreneurs. Set to a score by electronic ambient artist Kara-Lis Coverdale (stage name K-LC), Carpet Cowboys is an offbeat yet heartfelt film that, possibly for the first time ever, will have you pondering the story behind what’s beneath your feet.

85 mins / USA / 2023 / English