BEDTIME, REIMAGINED.

BEDTIME, REIMAGINED.

The sheets that snap together & stay together.

The sheets that snap together & stay together.

SHOP LINEN SHOP PERCALE

INNOVATING DESIGN.

We’ll ruin you for all other sheets the way we ruined bed-making. With our signature snap design and sustainably-sourced luxury materials, you’ll never look at your alarm clock the same way again.

Better sleep in a snap

Better sleep in a snap

Our snap design is the only one of its kind. The top sheets and duvet covers snap together at the top and bottom, so there’s no more tugging, bunching, or midnight tug-o-war.

Snap, fluff, done.

SEE OUR MOST POPULAR SET

Why #BePrimary?

Sustainably Sourced

Our processes use less water, and generate less waste. Endorsed by happy plants and wallets everywhere.

Ethically Produced

We traveled the world for a year to handpick a manufacturer known for its ethical employee treatment.

Down to earth pricing

You shouldn’t have to sacrifice quality for convenience, so we cut out the middleman, and pass on the savings.

Easy on the Eyes

Our materials are handpicked to ensure that they are top quality— never blended, always authentic.

Rest easy with our 100-night trial

We understand that seeing is believing, so for 100-nights you can sleep on it. If at any point you decide you're not in love with our sheets—send them back to us!

START SLEEPING BETTER TODAY

Get social with #BePrimary!

abigailmarygreen

abigailmarygreen Have a perfectly styled house with a disheveled home and you turn up empty at the end of the day. Disheveled sheets are nothing with these snaps now!

sean.godfrey

sean.godfrey Hey @beprimary your stuff is pretty rad and I'm super jealous that my friends @coleyarnold & @_lindseyholt got some... so I got some, too. Check 'em out! #makebeddinggreatagain

tallulahalexandra

tallulahalexandra a few extra moments of morning calm ☁️ I bet that linen feels nice and cool • #RoosterLou

meghan_plowman

meghan_plowman Creating a layered greyhaven of sorts right now with the change of season, @beprimary coming to my rescue with these charcoal threads

epic_steff

epic_steff Got my chance to try Primary's new Pillow No. 47! No you can't have mine, get your own...

themodernshiba

themodernshiba Very luxury. So comfort. Much French. Such linen. Wow. 🐕

imlikeaflower

imlikeaflower Can life get better? I think it cannot. #percalecotton

thenakedfig

thenakedfig This water baby spends all day in the pool and then crashes so hard #LucRiver

vibrantandpure

vibrantandpure Can I just stay here all day, please? 🛏

As Featured by:

As Featured by:

"One of the hottest startups of the year!"

"I'm proud to show these sheets off."

"It's all natural and super soft... Making your bed only takes 2 seconds now."

"Their signature snap design renders bed-making a chore of the past."

"Master the balance between having a beautiful house and having a functional house."

"Made with luxurious materials without the price."

"Make your bed in one fell swoop!"

"It'll never bunch up at the foot of your bed."

"No more long, hanging sheets."

"You can say goodbye to the top sheet shuffle."

"One of the hottest startups of the year!"

"I'm proud to show these sheets off."

"It's all natural and super soft... Making your bed only takes 2 seconds now."

"Their signature snap design renders bed-making a chore of the past."

"Master the balance between having a beautiful house and having a functional house."

"Made with luxurious materials without the price."

"Make your bed in one fell swoop!"

"It'll never bunch up at the foot of your bed."

"No more long, hanging sheets."

"You can say goodbye to the top sheet shuffle."