For many people the first cup of coffee in the morning has to be perfect: the best organically- sourced beans paired with a specific type of milk and the correct amount of froth. That reassuring feeling of the familiar first sip is exactly what Draper London is aiming to recreate with its stylishly modern bedlinen. Launched three years ago by Stephanie Betts (founder of luxury bedding company Josephine Home) after she realised the brand’s social media followers were a surprising 50:50 split of men and women, the gender neutral online company offers similar quality at a more affordable price. Which means a choice of tailored ‘ingredients’ so each individual can make their bed just as they like it, layer by welcoming layer – and, as a result, achieve the ultimate night’s sleep.
Tapping into the shift towards clean-lined ‘bedscapes’ – beds that look inviting and are easy to pull together – Draper London’s mindful consumerism values are aligned with a new generation of shoppers who invest time in researching products with integrity before they buy. Bedlinen is used every day and owned for years so for Draper London it needs not just to be able to stand the test of time but also to give those using it a sense of joy. Inspiration for the designs comes from 1960s Savile Row tailoring and this is evident in the brand’s balance of a soft and silky 300-thread-count Egyptian cotton percale fabric and trademark understated grosgrain trim. It’s no wonder design columnist Lucia van der Post once called it ‘the Chanel No5 of bedlinen’.
What makes the company both sought-after and emulated is its next-level approach to luxury as an emotional experience: the fluffiest towels that feel like an embrace