Thinking about doing a bedroom refresh? Parachute recently launched two new happy hues in their core sheeting, Wave and Melon, perfect for colour blocking or updating your space. We chatted with Parachute founder Ariel Kaye to get her take on linen trends, and to find out what’s currently making her bed! —Noa Nichol
Hi Ariel, please tell us a bit about yourself to start.
Before launching Parachute, I spent a decade working in advertising and brand development in New York. I was also a huge design enthusiast; I had an interior design blog, and I frequently helped my friends and family decorate their homes. In 2014, I launched Parachute as an online-only, direct-to-consumer company focused on creating impeccable bedding products. We’ve since expanded our product offerings beyond the bedroom into many areas of the home, including bath, furniture, a mattress, rugs, tabletop, nursery, gifts and décor. In 2016 we opened our first retail location in Los Angeles and now have 24 stores across the U.S., with many more to come! Beyond Parachute, I’m a mom to two little kids, Lou and Van, who keep me very busy!
What niche were/are you aiming to fill with Parachute?
I was a super consumer of home goods, and when it came to bedding, I couldn’t find a single brand that was high quality, affordable or easy to buy. I also realized that no one had an association with brands when they bought their sheets. As someone who built brands in advertising, I recognized a true business opportunity—there was a serious void in the market. We want to design the best home essentials and partner with the best craftspeople around the globe to make them. I want people to know us as a brand that is consistently great, avoids shortcuts and always delivers a quality product. We’ve created a community dedicated to comfort, both online and off.
What products do you currently offer, and what makes them unique, in terms of fabric, production, etc?
We work with the world’s best artisans to craft thoughtfully-designed, responsibly-manufactured bedding and bath essentials, using only the highest quality materials. And we educate consumers so they can purchase with confidence. Shoppers are increasingly looking for this level of transparency, and brands will increasingly need to heed that call. We believe the design makes the difference. Instead of focusing on shifting styles and trends, we design each item to complement our entire assortment of home essentials. We take a modern approach to design, offering timeless pieces in a neutral colour palette that are intended to be layered, mixed and matched.
Tell us about the two new colourways, Wave and Melon, and the process you go through to create/add new hues to the mix?
Bold use of colour is a growing trend—it doesn’t have to be all neutral all the time! Wave and melon are bright, cheerful colours that look beautiful in a tonal setup or as a pop of colour. They are the perfect hues for the springtime. When we think about introducing new colours, our first priority is to make sure it complements the existing assortment. Offering the customer optionality and the freedom to mix and match has been essential to the brand from the start. We go through many dyes and iterations in order to get it just right!
Pantone’s Color of the Year is Viva Magenta; think we’ll see Parachute bedding offered in this vibrant pink/purple/red colour sometime soon?
I’m not sure Viva Magenta is on the roadmap, but we have some beautiful pink hues in melon, clay and blush that are consistently some of our fan faves!
You’re a bedding expert so … any bed styling or care tips/tricks you can give us as a pro? Does bedding go through trends? If so, what’s trending now and for 2023?
Go with your gut when styling your bed and always consider how you sleep before your purchase. Consider factors like where you sleep hot or cold and what texture you like to feel against your skin. For example, our Percale is cool and crisp to the touch, while our sateen has a tighter weave that makes it a little warmer. And our linen is strong and durable with a more textured handfeel. In terms of trends, I see a lot of volume when it comes to furniture as well as textiles. A more traditional look is very chic these days as well as lots of layers that make a home feel livable and comfortable.
What’s currently on your bed?!
I’m sleeping with our new Brushed Cotton in bone. Brushed Cotton is so soft and buttery, it’s consistently my go-to. Bone is the most beautiful neutral and is always one of our best sellers, so I’m happy that a favourite fabric and colour have joined forces!
Win! A Parachute Prize Pack!
Congrats Jillian H. of New Minas, NS, who will receive a Parachute Percale Venice Set + Top Sheet and the winner can request their size and colour specifications! Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadaily.ca. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding.