Brooklinen is giving its linen offerings a sustainable refresh.
On April 2, the Brooklyn-based home essentials brand launched its Washed European Linen bedding, an upgrade to its current Washed Linen line (which will no longer be available to consumers after the new launch).
To perfect the new offering, Brooklinen spent years gathering customer feedback to understand what they wanted in the perfect sheets. The brand also collaborated with “top-tier manufacturers” in Portugal to refine the collection, leveraging their expertise to enhance quality and craftsmanship.
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Each piece in the collection is made from 100 percent certified European Flax, a “distinguished standard” that ensures fiber quality, traceability and a reduced environmental impact. With European Flax, Brooklinen’s bedding now boasts an upgraded fabric weight for a softer, smoother feel, along with improved tensile strength, enhancing both comfort and durability, the brand noted.
Retailing between $79-$499, the Washed European Linen bedding line will feature more than 140 pieces, including pillowcases, quilts, duvet covers and sheets.
The color range offers a variety of airy hues like white, cream and moss green, alongside classic shades like gray. Striped patterns, a brand staple, will also be featured throughout the collection.
“From the beginning, Brooklinen has challenged industry norms and redefined premium home essentials,” said Billy May, chief executive officer at Brooklinen. “As we enter this next chapter, our focus remains on pushing boundaries to deliver uncompromising quality, comfort and value. We are committed to setting a new standard, ensuring that exceptional comfort and design are an everyday reality for our customers.”
Accompanying the collection is a video campaign directed by New York-based artist Lacey Studio.
Titled “Best in Bed,” the campaign showcases a family’s everyday moments in the bedroom, playfully rolling around in pieces from the new collection—all set to the energetic backdrop of the ‘90s hit “Deceptacon” by Riot Grrrl group Le Tigre.
“We can’t wait to wake up this sleepy category with something fresh and new,” said Laura Jacobs, chief marketing officer at Brooklinen. “We are showcasing the Brooklinen bedroom as a place full of life and energy—the way our customers want to live.”
