"What is the lifecycle of luxury hotel linen?". That’s the question we asked ourselves, after a night in the sheets in one of the most luxurious hotels in London. To maintain the high standards, textiles in luxury hotels are frequently checked. When the slightest signs of wear and tear appear, the sheets have to be discarded. As a result, about 10 million kilos of European luxury hotel linen ends up yearly in landfill. After sampling linen from different hotels we found Egyptian cotton bed linen to make the most comfortable and high-quality shirts. Two years on and our collection consists of multiple shirt styles in various colours, boxershorts and soon pyjama's.