Ariel Kaye wants to be in every part of your house. Since founding Parachute in 2014 to change how people buy—and think–about bedding, Kaye has been moving into bathrooms and living rooms.
The California company’s expansion continues with a growing home design line, a hotel line, fresh collaborations, and its first East Coast store opening later this year in New York City.
Kaye traces the origins of Parachute to a trip to Italy while she was in college, when she soaked up conversations with local craftspeople and slept on high-quality sheets. She remembered that trip a few years later while shopping for bedding in the U.S. and realizing her choices were expensive luxury sheets or uninspiring packages sold at traditional retailers and Big Box stores, most from brands she’d never heard or licensed offerings stamped with a designer’s name. Kaye, who’d been working in advertising and branding and had an interior design blog on the side, decided to enter the space in the middle, with the goal of creating a recognizable home design brand that would start with reasonably priced quality bedding.
Kaye vetted manufacturers in Europe and committed to organics. While most bedding sold at mass retailers use synthetic finishes, some of which cause pilling and some, like formaldehyde, don’t wear off, Parachute’s sheets and duvets are Oeko-Tex certified, a more rigorous definition than organic. We don’t use dyes or finishes so you’re really just resting on fine linen. Sheets are made in Portugal from 100% long-staple Egyptian cotton, table linens in Italy from European flax and bath towels fin Turkey from 100% cotton.
Parachute offered 30-day trials and free shipping and returns, and fans love to share how they style their Parachute finds on Instagram. “People used to buy bedding and not think about it again for a few years, but not any more,” Kaye says. “Customers might change the colors of their sheets in summer, or layer blankets or throws in winter. It is one of the easiest and least expensive ways to update your home.”
The company store’s in Venice Beach and Portland feature events such as holiday markets and style consultations. They are also another way to highlight some of Parachute’s collaborations with other brands,many of which are also female-founded. Kaye says she looks for brands that share Parachute’s commitment to organics and craftsmanship, and also have products that fill out is line or respond to customer requests. She has recently collaborated with Los Angeles-based ceramicists Kat & Roger on two exclusive pieces featuring their signature geometric artwork and with OSEA, a plant-based skincare brand on bath salts and linen spray.