meet our founder

As the sixth generation of his family’s textile company, George has always been surrounded by fabrics. So, when it came to buying his own bed linen he thought surely, it would be a simple job? Instead he was faced with shelves and shelves of what appeared to be identical products all claiming different things.

He couldn’t believe just how complicated and confusing it was—not to mention the puzzling, outdated terminology (for example, what on earth was a “housewife pillowcase”?). If he was baffled when looking for the simple things, such as a sustainably and ethically made, great quality, white bedding set, how were others, not in the industry, supposed to find it easy?

Driven by a desire to cut through the noise and dispel misconceptions such as high thread count means high quality, George set about creating a beautifully simple and considered collection of the finest quality bed and bath linen.

Fast forward to 2022, we’ve introduced loungewear and robes to our curated collections. We’re still a small brand, but still aiming to lead the way for a better system and are proudly carving out a name for ourselves as the go-to brand for sustainably, ethically made home comforts. We’re now seeing things start to change and we’re delighted to be a part of this!