Startups That’ll Have You Say Bye to Basic Bedding
Marilyn Monroe in bed. 1960. © Eve Arnold/Magnum Photos
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From cool-and-crisp organic sheets to denim-lined mattresses delivered to your door, a crop of new startups is redefining the basics of bedding. Here are a few of our favorite brands making it a whole lot easier (not to mention, more affordable) to get a good night’s rest.
Parachute Home
The most luxurious linens are all made in Italy—think Frette, Pratesi, Sferra. But Italian-made sheets no longer need to come with a price tag that’s as exorbitant as their thread count, thanks to Parachute Home, a new fuss-free line of 100% Egyptian cotton bedding made in Tuscany. Their signature set, “The Venice,” takes inspiration from European boutique hotels and eliminates the bulk of the top sheet. (Available in either Percale or Sateen, each set comes with a duvet cover, two pillowcases, and one fitted sheet—though top sheets are also sold separately.) New cashmere throws and top-of-bed layering pieces will debut this fall. Sheet sets starting at $129.
Casper
Casper launched last year with celeb backing from high-profile investors like actors Leonardo DiCaprio, Ashton Kutcher, and retailer Steven Alan. Founded upon the same vertically integrated, direct-to-consumer business model as Warby Parker, the upstart lets you order denim-lined latex and memory-foam mattresses with just a few clicks online. They’re designed to rest on any firm and flat surface—be it a box spring, flat platform, or slats. The Casper comes with a 100 night free trial, and all shipping and return costs are on the house. Queen mattresses starting from $850; king mattresses from $950.
Brooklinen
Founded by two NYU grads who are now based in Williamsburg, Brooklyn (hence the name), Brooklinen was born from a Kickstarter campaign with the goal of bypassing the bedding industry by working with a factory in Israel on small-scale production. Sheet sets in their Classic and Core collections come in patterns that range from sleek-yet-simple solids to graphic “Bedford Stripe” and “Window Pane” prints. Choose the Classic Core Set (one flat sheet, one fitted sheet, and two pillowcases) or opt for their Luxe Hardcore Bundle, which lets you mix-and-match your bedding basics with different pillowcase and duvet cover color options. Classic Core Set starting at $99.
Boll & Branch
The world’s first fair-trade-certified bedding, the Los Angeles-based startup Boll & Branch debuted in January 2014 with a classic line of organic-cotton (and GMO-free) linens that are sourced from a cooperative of 15,000 organic cotton farmers in India. Their old-school, timeless collections of sheets, shams, and duvet covers come with a range of banded, hemmed, trimmed, or pleated details, while their soft and cozy cable-knit throws are all grown and woven in Fair Trade certified farms and mills. Sheet sets from $200; cable knit throws from $115.
