Bedding Disrupters: Luxury Linens for Less, Online Edition - Remodelista
Last month we told you about seven mattress startup companies aiming to take a bite out of the multibillion-dollar American mattress trade. Williamsburg, Brooklyn–based Brooklinen wins the prize for going into the most detail about cotton fibers, yarn ply, and thread thickness, making a case for quality bedding that goes far beyond thread count. Ariel Kaye of LA founded Parachute after falling in love with her hotel bedding on a trip to Italy: see Eat, Pray, Love: Luxury Linens for Less. The Bay Area’s Crane & Canopy was founded by Karin Shieh and Christopher Sun, a couple who met at Harvard Business School. But simpler options can be found, such as the basic 400-Thread-Count Sheet Set, $149, and the Hayes Nova duvet, shown above in soft white with dark gray piping; $209 for a queen duvet and two shams. Boll & Branch founders Missy and Scott Tannen say, “When we learned the story of our sheets... ...we were compelled to rewrite it.” Their bedding is all organic and Fair Trade certified, and what they sell for $250, they say a department store would charge $500-plus for. “Never make your bed again” is Smart Bedding‘s tagline. The St. Louis company’s specialty item is a flat sheet that snaps onto a duvet cover... ...so that the two are connected and the bed-making process is reduced to a simple flick of the quilt each morning. Melbourne startup Ettitude focuses on eco-friendliness: Its sheets are made of organic bamboo... ...which according to the company is just as soft as fine Egyptian cotton but uses one-third less water and no harmful chemicals to manufacture. And the Bamboo Bondi Duvet Cover Set, shown here, is $130 with two shams included.