Parachute’s First Living Room Collection Is Built for Comfort, Not Speed
The California linen brand is answering to fast furniture with a loungey new lineup that’s a little chunky, very hygge, and designed to last.
The California linen brand is answering to fast furniture with a loungey new lineup that’s a little chunky, very hygge, and designed to last.
Since 2014, Parachute has appealed to consumers interested in high-end bedding that’s comfortable, environmentally friendly, and relatively friendly on the wallet. The direct-to-consumer (DTC) brand started as an online retailer but now has storefronts in cities across the U.S.—places like Brooklyn, New York, Boulder, Colorado, and Scottsdale, Arizona—that give buyers, mostly Millennials, a hands-on experience with its soft goods and a few pieces of furniture. Now, the company is thinking outside the bedroom.
Rounded edges are a major component of the Parachute living room collection as you can see in the Grove side table and the Pillow chair, which comes in a swivel option.
Photo courtesy of Parachute
"After the success of our bed frames last year, and benches and nightstands earlier this year, offering options for the living room was the next natural step," explains Parachute founder and CEO, Ariel Kaye, of the company’s expanded offering. The brand also just announced that it will be available in select Nordstroms after participating in one of its summer pop-ups.
Parachute calls its Living Room Collection—a total of 15 pieces comprising three sofas, one chair (with a swivel option), six tables, and four lamps—a "California take on midcentury Danish design." Others call that "Scandifornian": Rounded corners and plump cushions have a West Coast casual feel, but the coziness also amps up the hygge, and greige colorways with walnut and white oak accents recall some of Hans Wegner’s classic designs.
The white oak Butte coffee table's curved legs follow its outline, and echo the rounded edges of the Pillow sofa. Photo by Parachute
Photo courtesy of Parachute
The Drift sofa and Loop coffee table combine comfort with simplicity.
Photo courtesy of Parachute
See the full story on Dwell.com: Parachute’s First Living Room Collection Is Built for Comfort, Not Speed
