In 2006, Ariel Kaye was happily blogging about interior design in Venice, Calif., while also helping her friends decorate their homes. But when she went online to make purchases for them, she found that the products were mostly the same, and none were high-quality.
“I saw an opportunity in the market to create something that was different,” says Kaye, the 39-year-old founder and CEO of the online luxe home goods store Parachute.“It seemed like such a massive opportunity to create the first brand in textiles because, historically, you were buying these items at big box retailers or at furniture stores that were just using textiles as an upsell opportunity.”
In 2014, Kaye launched Parachute out of Venice as an online-only, direct-to-consumer brand focused on creating impeccable bedding. From the start, the core of the company’s DNA was environmental sustainability.
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“We believe that taking care of the planet and the people is our responsibility as a brand,” Kaye says, noting that Parachute launched with an Oeko-Tex certification for every textile product, and continues to introduce new products that are Oeko-Tex certified.
“Oeko-Tex certification means we don’t use any toxic chemicals, artificial dyes, or synthetic finishes,” Kaye says. “That was a real game changer in this category where we would often see labels such as wrinkle resistant, which denotes a coating of formaldehyde on a product in order to provide that smooth feeling and sensation for the customer.”
Emphasizing eco-friendly products is part of what differentiates them, Kaye says, aligning with consumer trends among younger people. For instance, a 2020 McKinsey survey found that 75% of millennials considered sustainability when they made a purchase, and 87% of Gen Z respondents believed companies had an environmental and social responsibility.
“We don’t see companies necessarily making the most sustainable choices,” Kaye says. “We think it’s important to scale sustainability as you grow and make taxable investments.”
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THE ITEMS
Kaye says she’s obsessed with Parachute’s robes. A classic Turkish cotton robe features two slouchy front pockets, a waist tie, and a shawl collar. It comes in six colors, and is sized XS to XL. A lightweight, softly textured waffle bathrobe inspired by high-end spas also features two hip pockets, a folded collar, and secure waist tie. It comes in four colors and is sized XS to XL.
The linen Venice duvet set is crafted in Portugal from the 100% European flax and garment washed for a soft feel. Customers can choose between having a top sheet or not, and whether they prefer pillowcases with a back envelope opening or a slide slit. There are eight color options.
The European white down duvet insert has a fill power of 750 (85% clusters, 15% down fibers), and customers can choose between a warm all season version, or opt for the lightweight model.
THE PRICES
Both the Turkish cotton robe is and the waffle robe are US$129. The linen Venice sheet set in size queen is US$649. A full/queen organic cotton duvet set includes a duvet cover and a set of pillow shams for US$279.
The European white down duvet insert costs US$560 for the king all season model. The lightweight insert in king size is US$480.
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WHAT’S THE GOOD?
Parachute became Climate Neutral certified in 2022, is Responsible Down Standard certified, has GOTS Certification (Global Organic Textile Standard), is Fair Trade-certified, and all products are Oeko-Tex-certified.
“All of these certifications have become important for us in regard to transparency and making sure that we are holding ourselves accountable and also sharing with our consumers,” Kaye says.
Circularity was the natural next step, she adds. “That’s something that we’re very excited about,” Kaye says. “We launched our first circular product with a recycled down pillow that’s washed down from returned Parachute pillows.”
Kaye says part of the benefit of not having chemicals in your product is that they can have a longer second life. “There’s a lot more flexibility in terms of what’s available for repurposing fabric,” Kaye says.
Parachute also believes in giving back. The company has a mentorship program that awards a US$25,000 grant to a Black-owned business.
“We’ve had three recipients to date, one in beauty, one in swimwear, and one in wellness/lifestyle,” Kaye says. “They work alongside me and the team to really grow their business over six months.”
WHAT’S NEXT?
“We’re building a brand that we hope our grandkids will enjoy shopping,” Kaye says. “We really consider our quality in every single one of our designs, and we’ve taken an approach around sustainable growth versus just growing at all costs.”
The brand has plans to grow from 26 stores to potentially 150, which will showcase new categories, like furniture.
“Even 10 years in, we’re still a relatively small brand,” Kaye says. “We see ourselves being a billion-dollar brand in the coming years—in 10 years or less, that’s where we’ll be.”
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