If you’ve ever purchased linen sheets, you're probably well aware that it can be a hit or miss. You might snag a set that’s rough to the touch, making it a nightmare to sleep on, though you can just as easily score one that feels marvelously soft and lived-in. Snowe’s new falls into the latter camp.
Founded in 2015 by Rachel Cohen and Andres Modak, the direct-to-consumer home brand took great care in crafting its new linen line—three years to be exact. The attention to detail was important for the brand, which is no stranger to success (it once had a waitlist of more than 2,000 people for its popular ).
For this linen collection, which includes sheets, a duvet cover and pillow shams, Snowe used flax from Belgium, since the country's humidity makes it extremely pliant. The brand then collaborated with a manufacturing partner in Italy to leverage a combination of unique techniques, including "air-whipping" technology (essentially bursts of air) to produce the buttery-soft linen. The sheet set starts at $288 for the full size, the duvet cover is $298 for the full/queen size, and pillow shams are $88. The collection is also available in three subdued colors: white, grey, and blue.
“If you look at the difference between the building blocks of cotton and linen–the cotton boll versus flax–it’s easy to see that cotton is going to be naturally softer," Rachel says. "This means there’s a tremendous amount of work to do to relax linen."
In addition to their partners abroad, Snowe has Rachel's family to thank for the idea. During the 1980s, Rachel's mother purchased a set of relaxed linen sheets in Italy and it managed to retain its quality over time. Rachel was so drawn to their incredibly soft texture, which was a result of all the time spent hanging on a line outside in the sun and wind. It was at that point that Rachel set out to produce linen sheets that didn't feel like she'd "fallen asleep on cut grass,” she says jokingly.
Many brands encourage consumers to rely on the washing process to soften linen sheets over time, but that wasn't enough for Snowe. "While pre-wash is part of our process, we also take things further, so by the time it arrives in your hands, it's brilliantly, deliciously, buttery soft (minus any wear-and-tear)," Rachel says.
And if that's not enough, all of Snowe's textiles are Oeko-Tex-certified, meaning the company conducts extensive tests to ensure fabrics aren't exposed to harmful chemicals, like pesticides and lead, unnecessarily.
“Our whole idea behind creating Snowe was about a collection made up only of products that were the best versions of themselves—no replicas, no ‘good-enoughs,'" Andres says.
We're pretty sure the new linen collection is beyond good enough.