The Truth About Threadcount
In the words of Carly Ledbetter, for the Huffington Post,
"Consider this the Martha Stewart equivalent of finding out Santa isn't real...
You ready for this? A higher thread count doesn't mean you're buying a better quality sheet." (1)
I know... really.
A few years ago, I decided to celebrate getting one of my first professional paycheques. I went straight to the shops to buy an eye-wateringly expensive set of those 1000-count, Egyptian cotton sheets. They were thick. Heavy. But I was told they were the bees-knees.
Go forward a few years and here I am lying in bed, my Elkie & Ark sheets in the wash, thinking once and for all I had to give in and replace my last set of old sheets. The old ones were heavy, didn't breathe. I was sure they had to have been some polyester blend. And I don't throw out old sheets just because. I put up with them. Usually.
Turns out, when I took them off and checked the label, they weren't polyester at all. But pure, Egyptian cotton. An old 1000-count set. And I couldn't stand sleeping in them anymore.
So when I hear customer after customer tell us they've converted for life from their 1000-1200 count sheets, I know exactly why. That our sheets are softer, last longer and feel much more luxurious.
It makes sense when you dig a little deeper...
You see a very high thread count, often marketed as 1000 thread count or higher, doesn't necessarily mean the quality is higher.
It turns out that it was a great way to use a thinner, lesser quality cotton that is then made thicker by weaving 2, 3 or more threads together, plus it sounds so good!
300 thread count = 900!
400 thread count = 1200!
Sly multiplication and poor quality, thin, spindly thread can instantly boost your thread count to 1000 count. How did they suck me in??
Alarm bells have to start ringing these days when you can buy 1000 count these days for less than $50 a set. Yet luxury brands seem to cap out at around 300-400 thread count. Hotels also use 300 thread count as a more durable option.
Something is going on...
So if higher doesn't mean better, then what does matter?
Well, the quality of the original cotton and yarn, how long the 'staple' is (which means less ends and more durability), the weave, whether it is organic or whether it has had to go through toxic chemical processes that can weaken the fibres. As well as this, the quality of the stitching and generosity of seams.
You want to make sure you are buying an extra or long staple cotton (the former more commonly referred to as Egyptian cotton) and ensure that it makes up the percentage of the sheet. On closer inspection you might find that Egyptian or long staple cotton forms only a small part of the total cotton used to make the product.
And you want stitching and seamwork your Grandma would be proud of!
It takes time to do that, and that is why we are a lot more generous in the amount of cloth we use, the quality of the stitching and how much time we take to make our beautiful bedding.
It just lasts longer and looks so much better that way.
We use 100% extra and long staple cotton in all our sheets, 100% certified organic from the farming through every single step of production. No toxic pesticides, no bleaches, no toxic finishing or anti-pilling chemicals. And with stronger threads, it is that much more durable and softer.
Our sheets are all 300-400 thread count (300 count for the hotel collection and quilts, 400 for the extra depth hotel collection sheets).
Just read the reviews and you will see how many people who were taken in by 1000-thread count marketing (like me!) didn't realise until they'd tried our sheets what real quality felt like. Now, they're converts for life.
There's a good reason our strictly organic, luxurious bedding is in demand from hollywood starts, to the Hague, to resorts, penthouses and country homes around the world. We make it better! So, discover the difference and indulge... (with our 30-day risk free returns in Australia, there's nothing to lose!)