It was a trip to the Amalfi Coast that inspired Ariel Kaye, an LA entrepreneur, to start her own line of affordable luxury bed linens. As she tells it, she fell in love—not with a dashing Italian, but with the sumptuous sheets at a picturesque hotel. "I returned home on a quest for perfection," she says. "But would I really have to spend a month of rent to recreate my perfect Italian sleep experience?"
Following the business model of fashion site Everlane, which cuts out the middlemen and the marketers, Ariel set out to create Parachute, her own line of luxurious-but-reasonably-priced bed linens for a wider audience. She visited production facilities in several locales before settling on a small family-owned factory in Tuscany that's been in business for 70 years. "A set of sheets from Sferra or Frette sets you back $600-$800," she says. "We offer a similar set for $250."
Above: "People think thread count is the most important factor with sheets," Ariel says. "Actually, it's the caliber of the thread and the quality of the fabric you should be concerned about." Parachute's sheets are made of long-staple Egyptian fibers and are available in percale or sateen ("Our sateen is more matte and less shiny than some," she says).
Above: Parachute's sheets are available in white, powder, and ash. The Purist Set (one fitted sheet, one duvet cover, and two pillowcases) is $249 and can be ordered in percale or sateen.
Above: The Sheets + Cases set includes one fitted sheet and a pair of pillowcases (add a top sheet for an extra $50) and can be ordered in percale or sateen; $129.
Above: A Duvet Cover is $179 ("we use soft rubber buttons for closure that are durable and won't break in the wash"); add a pair of shams for an extra $20. Available in percale or sateen.
Above: The sheets arrive tidily bundled.
Above: The first batch of Parachute linens, ready for delivery. For more information, go to Parachute.