By Mariella Rudi
Run don’t walk to Venice staple Milkmade on Abbot Kinney where Parachute has opened their first-ever pop up shop featuring the online retailer’s core collection of bedding essentials, their recently launched linen collection, cashmere throws, and more.
Rejoice: Parachute is now offering customers the opportunity to discover its bedding basics in person for the first time.
Whitney Leigh Morris, creative director and lifestyle consultant specializing in simple style for small spaces and gatherings, designed the pop up shop to mirror Parachute’s own color palette and tactile sensibilities.
Designed in L.A. and manufactured in Italy, Parachute delivers premium quality, non-toxic bedding at an accessible price. Launched in January 2014, the direct-to-consumer retailer prides itself on the softest, comfiest, longest-lasting and most affordable bedding around – and you can now experience that feeling firsthand at their Pop Up Shop through Sept. 7.
The brand’s origins began in Italy, where Ariel Kaye’s sleeping experience was forever changed one night on a set of supremely soft hotel sheets. When she came back home to the States, however, she was left chasing that same feeling she couldn’t find elsewhere. So at 29 years old, Kaye started her own bedding brand, Parachute.
Her e-commerce company began to debunk the myth of the all-mighty thread count as purveyor of quality and luxury. Thread count is not synonymous with quality – or even comfort or softness – as only about 400 pieces of thread can fit into a specific space. Manufacturers began to market 1,000-plus numbers in the early 2000s in attempt to differentiate themselves from the competition.
Parachute, however, focuses on the caliber of the thread and the manufacturing process. They use Egyptian long-staple fibers and the highest quality cotton. Those fibers translate to a stronger thread and lower thread count, but ultimately bedding that is softer and will last much longer than sheets made from a lower-quality fiber with a higher thread count.
Their manufacturing partners are artisans who employ an Italian tradition and heritage 60 years in the making. They treat every step in the process – from selecting the fabric, removing impurities, dyeing fabrics naturally – with great care, resulting in sumptuous sheets with a craftsman’s touch.
Bedding sizes range from Twin to California King and fabrics include Percale, Sateen, and Linen. Parachute’s selection of bedding colors reflects the natural beauty of their Venice headquarters: white, ash, powder blue, slate, and navy. The brand’s signature bedding set, The Venice, bundles one fitted sheet, one duvet cover, and pillowcases in all of the above options from just $199. Added bonus: for every Venice set sold, Parachute donates a life-saving malaria bed net to The United Nations Foundation Nothing But Nets campaign, a grassroots initiative that distributes and teaches proper use of mosquito bed nets in Africa.
Parachute’s entire collection of duvet covers, pillowcases, decorative shams, top sheets, and fitted sheets can also be purchased individually as separates for customization and convenience.
Ever-expanding in their search to bring comfort into the home, Parachute has a home decor category with ultra cozy cashmere throws in earthy tones. They even produce their own custom collection of natural scented candles, available in glass vessels or travel tins.
Discover the Parachute difference firsthand at their Pop Up Shop today.
The Parachute pop up shop is located at 1413 Abbot Kinney Blvd. in Venice. They are open Monday through Saturday 11 am to 7 pm and Sunday 12 pm to 7 pm.
For more information visit parachutehome.com, follow them on Instagram @parachutehome or keep up with their Pop Up hashtag #californiadreaming.