In addition to its key social function, luxury also means access to pleasure and is usually full of symbols and rituals. A luxury brand is not only a cultural movement, but also proclaims a truth for its symbol and substance.

What’s more, luxury is sometimes more hedonistic than functional, which is why you might choose extremely uncomfortable furniture, a noisy car or suffer for the beauty of a designer dress.

But when it comes to the bedroom, hedonism and functionality are combined, fused like molten glass and colors. The bedroom is where you stop putting so much emphasis on the outside world and start to cherish, to love, to regenerate in the inner world.

That’s why luxury in the bedroom could mean the softest wool carpet all over the floor, the highest bed or the best mattress, the most ergonomic pillows, the lightest duvet, the most luxurious bed linen.

For some people, this is soft Egyptian cotton. For others it’s pure silk. But for many, the most luxurious material will be 100% linen stonewashed linen. The oldest fabric on earth, used by pharaohs and kings, linen is now the easy luxury item for your bed.

In the social game of luxury, an unethical luxury ceases to be luxury. It must respect others by avoiding provocation and create self-respect by avoiding addiction.

The linen respects both worlds, outside and inside, while winning the award for one of the most sustainable plants in the world.

At Genuin, we are far from being a luxury brand. We are a premium one that aims to educate, indulge and create the feeling of uncomplicated luxury. All while being luxuriously ethical.