Dalton, Georgia, has become the Carpet Capital of the World and is renowned for manufacturing 90% of the world’s functional carpeting. Enter Roderick James, the eccentric subject of the captivating documentary Carpet Cowboys. A Scottish immigrant with dreams of wealth, James sports a unique accent that blends his native brogue with a southern twang, matching his flamboyant John Wayne attire. Among his various money-making ventures to fund a reunion with his girlfriend in the Philippines, he writes catchy jingles for a friend’s son’s Lego adhesive. The documentary is filled with homegrown comedy gold, especially a “Shark Tank” clip featuring a 12-year-old pitching his business model, showcasing the peculiar nature of small-town America.
While the documentary, like Christopher Guest’s films, may seem like it sniggers at provincial folks, directors Noah Collier and M Emily Mackenzie took care to portray rural oddballs with respect. The concept for the film began as a lighthearted game between the directors, speculating on the originators of each carpet design, imagining opium den hallucinators creating intricate patterns. However, upon arriving in Dalton, the directors discovered a real community with genuine struggles. What started as curious exploration transformed into a more complex and emotionally invested project. Their portrayal of a company town threatened by corporate consolidation captures the hopes and wit of its residents, providing laughter without condescension.
Collier emphasizes that it was essential to approach the participants with respect and avoid condescension. The comedy naturally emerged from the performers themselves, as they are experts in their craft and possess unique eccentricities. This made the process exciting for the directors as they found charismatic and captivating individuals who could carry the film’s humor without relying solely on their own creativity.
Mackenzie and Collier initially had little more than a wish list of interviews with designers, wholesalers, and employees from carpet testing facilities. They approached these interviews with humility and open-mindedness, embracing the ideas and perspectives offered by the locals. Along their journey, they encountered Roderick James, an unmistakable figure, who proved to be both a challenge and a symbol of the struggles faced by workers in a corporate-dominated era. James constantly shifted his ventures, but his story reflected the reality of labor and ambition in a world controlled by large corporations.
The film also highlights the tireless work of carpet testers, who spend hours walking in circles and up and down a staircase to nowhere. This absurd yet poignant imagery encapsulates the film’s theme of stagnation, as well as its ability to balance comedy and sincerity. Mackenzie explains that this scene carries both humor and a deeper meaning as it evokes the futility of life and resonates with broader existential questions.
Collier sees the resilience of the Daltonites as a testament to human determination in the face of adversity. Despite the challenges posed by monopoly and corporate dominance, the people of Dalton continue to persevere. Their dedication to their craft is not mocked but celebrated, providing the world with a necessary commodity and a profound sense of pride. Mackenzie and Collier hope to share their film with a wider audience, bringing recognition to a unique and often overlooked pocket of culture.
As Collier recounts, the pride in the film is palpable, as shown by two individuals showing up to the first screening dressed in full cowboy attire, stating, “This is our Barbie.” The film has become a source of pride for the community, finally receiving the recognition it deserves.
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