Crossville Combines Sustainability and Innovation for Surfacing Solutions

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From intricate mosaic pieces to expansive panels, Crossville tiles are turned to for their ability to imbue interior and exterior environments with character, dimension, and durability. Based in Tennessee, Crossville has been a pioneering provider of porcelain, glass, and natural stone tile for floors, walls, and countertops since 1986. “Crossville has always been known for innovation,” says Lindsey Waldrep, VP of Marketing for Crossville. “Thirty-five years ago, the company took a chance on making what was, at the time, the largest format porcelain tile available. Clearly, the market wanted the innovation we provided and today that tradition of innovation and leadership continues.” Crossville’s comprehensive offerings combine sustainability and style with durable performance and technical mastery.

Sustainable Strides

An inherently sustainable surfacing solution that reduces the demand for new resources, tile is crafted from natural elements including dust, sediment, and recycled porcelain. Crossville’s Tile Take-Back program recycles post-consumer porcelain tile and enables net waste consumption. “Crossville has always believed that sustainability and environmental stewardship is just good business,” says Waldrep. “We learned how to recycle fired porcelain tile, reducing our second-grade material and sparing literally millions of pounds of waste from entering landfills each year.” Recycling porcelain and tile waste advances the conservation of Crossville’s raw materials, which are almost entirely extracted from within 500 miles of their manufacturing facilities.

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The open recycling program reduces the burden on landfills, while diminishing the demand for new materials. Once the waste is collected, the proprietary recycling process enables the material to be sold to third parties or reused within Crossville products, which are collectively comprised of a minimum of four-percent pre-consumed, recycled content, and produced with clean, recycled water to lessen the need for new water supply. Moreover, the volume of finished goods that are shipped exceeds the amount of raw materials extracted from the earth for use in manufacturing. Crossville has earned Green Squared certification from the Tile Council of North America (TCNA) for their porcelain product line-up and manufacturing processes.

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Innovative Advancements

Achieving innovative advancements in tile technology, Crossville’s diverse catalogue of tiles tout long-term performance and durability. Two cleverly conceived finishes—Cross-Sheen and Hydrotect—afford enduring surfacing solutions. Cross-Sheen comprises an integrated finish that shields against stains and allows for the easy elimination of marks with mild cleaners. “Cross-Sheen is our proprietary coating that offers superior resistance to scuffs, stains, and graffiti on porcelain tile,” says Waldrep. “Since the finish is fused with the surface of the tile, it never wears off, protecting the tile for its life.” Made in the United States to stringent specifications, Cross-Sheen is an advanced solution for an array of interior and exterior applications.

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A revolutionary, invisible coating that leverages the combined power of light, water, and oxygen, Hydrotect is designed to defend Crossville tiles from dirt and pollution. Crossville’s proprietary process uses a hybrid photocatalyst coating containing nontoxic titanium dioxide. “Hydrotect is applied after the tile goes through its first firing; the tile is then fired again so the coating adheres to the tile,’ explains Waldrep. “This hydrophilic coating offers easy cleanability—and on exteriors even self-cleanability.” Rather than allowing water to sit on the surface, tiles coated with Hydrotect attract the water and form a barrier beneath the dirt and grime in exterior applications to naturally wash it away. “Even better, when used externally, the coating actually helps scrub the air of nitrous oxides,” says Waldrep. “In urban areas, this is simply a must. As more pollutants are released into our environments, we need these types of active coatings to help us improve air quality.” With air-purifying properties, Hydrotect-coated surfaces require minimal maintenance with advanced innovation while also further supporting Crossville’s sustainable strides.

Photography Courtesy of Crossville
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Offering creative and sustainable design solutions that are rooted in technical mastery and designed for long-term durability, Crossville is committed to supporting the design industry. “Beyond product innovations and solutions, we take a leadership role in training the industry on how to specify and install these new products,” says Waldrep. “As the U.S. tile industry advances, the installer community must acquire new skills and knowledge and we are committed to providing the education necessary for everyone to succeed. We have always been, and will always be, an industry partner to all constituents who are involved in the process of bring tile to commercial and residential spaces.”