A Natural Step

Jo James, co-founder of Bedfolk, talks about its bedding collection and the process behind its creation.

Direct-to-consumer bedding brand Bedfolk has announced the launch of its new 100% natural linen bedding. After two years in design and development, the brand is super excited about its new ‘soft and airy’ collection.

Before we get under the duvet on the new launch, Inside Furniture found out a little bit more behind the brand itself. Bedfolk only launched a few years ago, 2017 to be exact, after its founders – husband and wife team Nick and Jo James – were left unsatisfied with what was in the market. The duo set off on their mission to simplify the process of buying really good sheets and spent 12 months travelling around Europe, visiting textile mills to create a perfectly formed collection of luxury bedding –  all while they were on their honeymoon too!

Fast forward to the present, the business launched its new, responsibly made, 100% natural linen bedding, a result of two years of product development.

This is the second collection launch for Bedfolk, which is dedicated to creating the kind of heritage-grade sheets that its family-run Portuguese mill has been passing down between generations, and follows the huge success of the brand’s cotton bedding range.

They’re focused on sourcing the finest calibre materials, partnering with the best makers in the world, and cutting out any unnecessary processes to sell luxury bedding at the best possible price.

Made from fine Belgian and French flax, Bedfolk’s 100 percent linen bedding is highly breathable, naturally moisture wicking and ideal for the summer months, whilst also being a natural insulator for when the autumn season begins.

Describing the collection, Jo James revealed: “The neutral colour palette of Bedfolk’s linen collection makes the bedding a perfect addition to any home. Offered in three gorgeous colourways; Rose, a barely blush pink, Snow a gentle white, and Ink, a mellow dark blue, the colours are designed for mix-and-match layering.”

As standard for all Bedfolk bedding, its products are Oeko-Tex certified, meaning it is manufactured to the strictest of environmental and social standards, allowing no room for worry of  harmful chemicals or synthetics for consumers.  

So what was the thinking behind the expansion into linen?

Jo continued: “Back in 2017, when we started our 12 month journey to launching Bedfolk, we were planning to start with linen bedding. It’s a personal favourite – deliciously laid-back, effortlessly stylish and super durable. However, it was really tricky to get right, and we weren’t willing to settle for the kind of stiff, rough linen typically found on the high street.

“We decided to launch with our curated cotton collection (which we spent 12 months perfecting), working on linen in the background until we developed the kind of irresistibly soft and airy sheets we wanted to offer our customers. I’m so excited that we’ve got there – our linen feels like someone whipped up the clouds and spun them into bedding! It’s the kind of soft you look forward to coming home to all day, and we’re really excited to see what people think.”

It is evident a lot of careful consideration, graft and craft has gone into the new collection, so much so, Jo says they have found the perfect balance in weight. “We spent over two years working with our team in Portugal to get the weight and hand-feel exactly right. Not too heavy, not too lightweight – this is the ideal linen weight for year-round use.

“We also finish it in a special way that gives the colour a very laid-back, lived-in feel, and relaxes the fibres to make it ultra-soft (the kind of soft that typically takes many, many washes to achieve). But don’t let it’s meringue-peaked softness fool you – it’s also long-lasting and durable, and will get softer and softer as you sleep in it.”

Sounds dreamy right, well it gets better through its colour palette. Jo continued: “You can either buy our linen as a Bedding Bundle (duvet cover, pillowcase pair, optional fitted / flat sheet) or you can build your own, with the colours being designed for mix-and-match layering. 

“We offer all of our products as individual items as well as bundles, as everyone sleeps differently, and we want our customers to be able to build their own dream bed.”

Another draw to the linen direction is due to it being a natural fibre, bacterial resistant and a natural insulator. Oh and also “bed-head resistant” says Jo, “offering an unexpected added bonus that saves time in the mornings!”

With all quirky pros aside, one of its key advantages is its sustainability. “It can last for decades if treated well – and at the end of its life it’s fully biodegradable, so it’s a really sustainable choice. It fits perfectly with our ethos of buying once, buying well.”