What's Your Fancy? Parachute Founder Ariel Kaye on What Cozy Looks Like to Her
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Parachute, the California-based brand best known for its premium bedding with laidback style, was a product of a lightbulb moment.
"I hated the big box retail experience where everything was wrapped in plastic and there was nothing worth obsessing over," Ariel Kaye, who launched the company from her apartment in 2014, tells Town & Country. "I wanted to tell a story that made people feel like a dream-worthy bed was actually attainable—and that you didn't have to have perfectly ironed sheets and hospital tucked corners to feel like you had the best of the best."
Since then, Parachute has not only opened dozens of stores around the country and earned a cult-following for its a high-quality linens, but its cozy and relaxed aesthetic continues to make up the core of its business. "Our California-inspired style reflects that effortless, lived in-vibe," says Kaye, an L.A. native, adding that "cozy is about creating a home that feels both intentional and effortless—a place you love to live in and come back to."
In response to the devastating L.A. wildfires, Kaye is sharing her cozy must-haves, many of which are from brands giving back to victims and communities impacted.
"We consider ourselves a mission-driven company; one that cares deeply about our people and our planet," says Kaye. "Parachute has mobilized efforts to assist with relief and recovery by partnering with dozens of organizations located across the city to support many neighborhoods impacted by donating new bedding, towels, robes, slippers, pajamas, and more. We also hosted brands like Sweetgreen and TerraKaffe to hand out salads and grain bowls to those displaced or those coming into our stores to shop in person with a specific discount code created for those impacted."
Kaye continues, "It is unbelievable how many people across Los Angeles have lost everything. It will be years before the city is rebuilt. I urge you to consider how you can support the relief efforts as they are endless."
Two Handle Pot
"Olive Ateliers one of my favorite places to shop for decor for my home. Each piece is unique and brings a soulful and unique design element to the space. I have countless bowls, catchalls, vases, chairs, cutting boards and always return to their beautiful space when I’m seeking inspiration. They recently started shipping online which is so exciting for those not local to L.A. They have also set up a donation center and have been collecting essentials to donate to first responders and those in need."
Aspen Travel Set
"Frank & Eileen makes the most perfect white button down shirt but I have recently fallen in love with this travel set. It is the perfect set for lounging around the house, school pick up and drop off, or for travel. Frank & Eileen committed $1 million to help rebuild schools that were lost in the L.A. fires."
Drapery & Hardware
"My home is full of windows and incredible light, but in order to create a cozy and warm space, I knew that we had to have beautiful drapes throughout. Everhem did a beautiful job creating custom drapes for each room that truly transform each space, making them more cozy and comfortable. We used both their classic fabrics as well as bringing in our own custom materials—the personal touch and service you get from Everhem every step of the way is unmatched. Everhem has also donated to those displaced by fires and is offering a discount for those as they find new housing and begin to rebuild."
Cryo-Flash Instant Lift Effect & Glow Boosting Face Mask
"This mask become my favorite for when my skin needs a pick me up and a glow. This easy self-care moment makes me feel relaxed and rejuvenated at home."
Heirloom TENCEL™ Linen Duvet Set
"Since launching our Heirloom Linen Tencel, I have not been able to take it off my bed. It is truly the softest linen imaginable, offering a dreamlike, weighted drape, a heritage look and a sublimely smooth feel. I recommend this fabric to everyone, and it has quickly become a cult favorite amongst our customers."
Cozy Alpaca Throw
"My current favorite throw blanket at Parachute is our cozy alpaca throw. I have a few throughout the home because when it comes time to get cozy on the couch, everyone in my home wants their own!"
Weekly Bloom Bundle
"Every Friday I have a flower delivery from Flamingo Estate which typically provides me with enough flowers to make two to three bouquets across the house. Arranging flowers is a favorite meditative activity, and nothing makes me smile more than filling my home with fresh blooms."
Infrared Sauna Blanket
"My sauna blanket is my favorite at home wellness product. It helps with stress, mood boosting, blood flow, circulation, and so much more. "
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