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He couldn’t believe just how complicated and confusing it was—not to mention the puzzling, outdated terminology (for example, what on earth was a “housewife pillowcase”?).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?