Creating
Primary Bedding

We've Come a Long Way

To Build Something Great...

Caring: It’s a dirty job, but someone’s gotta do it. And when it comes to the small things in life, we care an awful lot. Nobody needs more stuff, they need less and better.

That’s our obsession: Daily life. Rethought.

Less friction. Less heavy lifting. Less work. More joy throughout. It’s what the world needs now. It’s also what the world needed before, but we weren’t around to do it just yet.

We set out to make things better, starting with how you get up in the morning. So we started there. And stayed there for quite a long time. A few years, actually.

Imagined and
Reimagined

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