Publish the fibre, not the count
Thread count is a marketing number. We tell you the staple length, the mill and the certification, because those are what actually determine how a sheet feels in year three.
Since 2016
The short version
We are not a fashion brand that occasionally sells bedding. Every product we make is a textile, every textile is woven by a mill we have visited, and every claim on a product page is one we are prepared to back.
That means fewer SKUs, longer lead times on the things we make to order, and prices that reflect what good fibre and a fair mill actually cost. It also means when something goes wrong — and it does — you speak to the same small team that decided to stock it.
How we got here
2016
We bought bed sheets that felt wonderful in a shop and shapeless after three washes. It took us two years to find a mill willing to weave at the thread count we wanted.
2018
Six products. Four hundred and 300-thread percale, three colourways, sold to friends and family until we ran out of the first run twice.
2021
We found a partner in Guimarães who wash their flax before weaving. It cost us more and it was worth every rupee we spent — linen that is soft on arrival, not after a month.
2023
Every fibre we now use carries OEKO-TEX Standard 100, and our wool is RWS certified. It cost us two suppliers.
2026
We moved to small-batch, made-to-order production. Less waste, less warehouse, and colourways we would otherwise be forced to discount.
How we work
Thread count is a marketing number. We tell you the staple length, the mill and the certification, because those are what actually determine how a sheet feels in year three.
We weave in runs of 200 metres or less. It is less efficient and it means we never end up clearing a warehouse of a colourway you did not want.
Ecru, sage, clay, navy, charcoal. Our colourways carry across sheets, throws, cushions and curtains, so a whole room coordinates from one order.
Send us a torn sheet or a shedding cushion. We will re-hem it or replace the insert rather than talk you into something new.
Sourcing
We keep our supply chain deliberately short and our relationships long. Every mill below was visited in person before we placed a first order.
When a mill raises prices or changes a finishing process, we hear about it before it reaches a product page. That is the whole point of knowing six suppliers instead of fifty.
Six mills. One country. No brokers in between.
Spinning, weaving, printing and finishing
Start here
Every bed sheet we make starts as the same long-staple combed cotton, woven on the same looms in Coimbatore. What changes is the thread count, the weave and the finish — and that is exactly what we will walk you through on WhatsApp.
A real person replies — usually within the hour.