I wonder what it's like to be Matthew Lenoci, founder of cult label Matteo Linens. One day you wander into West Elm and see your line of rustic, vintage-inspired linens blatantly knocked off: the entire sophisticated, muted palette, the distinctive details like the frayed edges of sheets, the exact muddy colored ticking stripe. (Ironically, Lenoci writes about "the luxury of owning something no one else has" on his Matteo Home site.)

Below: West Elm's new Organic and Heirloom lines.

Below: Matteo's Due and Matteo lines; the entire line is available at Design Public.