Founded by two friends in Minneapolis, SOL is a startup with an innovative pricing formula that’s causing a lot of traditional retailers to lose sleep:
With a background in sustainable fibers & a passion for creating beautiful, useful products, we aim to revolutionize organic linens.
“We saw the gimmickry around thread counts, lack of supply chain transparency & the markups being taken by companies on the certified organic cotton premium,” said Vishal Naithani, a founder of SOL. “Either the sheets were well made & overpriced, or they were made with inflated thread counts using conventional cotton, which has devastating human & environmental effects.”
To get it right, we bought sheets from high-end retailers, such as Frette, Pottery Barn and Macys. Next we sent them to a top international textile lab, which analyzed their thread counts, staple, weave and construction.
Luxury sheets featuring long-staple cotton, single-ply construction and a 300 thread count offer a softer, smoother surface. However, the majority of sheets over 400 thread count had floating threads, called picks, used to inflate the thread count without enhancing quality or comfort.
We saw an opportunity.
After searching a database for organic textile suppliers, we contacted hundreds of factories and ran them through our requirements. These included second-party certification by FLO, GOTS, Oeko Tex and Fair Trade. Our exhaustive, educational search yielded three contenders. So we got on a plane and visited them. Surprise!
One factory had everything we were looking for: a transparent supply chain from farm to fabric, using only non-GMO-seed certified raw organic cotton, manufactured in a FLO-certified factory. It’s a partner SOL can, and now does, stand by.
SOL uses only superb quality long-staple organic cotton to produce its smooth, soft sheets. Our customers enjoy the highest level of comfort on them.
As for the affordable price, we take credit for that.
To make SOL products more accessible to you, we chose to contain our profits. Seriously. We refuse to mark up what it costs for our products to be fair trade and organic beyond the initial premium.
“Our aha moment was when we committed to our fair price model,” Naithani said. “That means no markup on the certified organic cotton premium. Just great quality sheets at a fair price.”
Turns out, you can have it all. And sleep well on it, too.
The Fair Price Model
We are a Minneapolis startup with an innovative formula of pricing which is causing a lot of disrupters to lose sleep:
“Organic luxury starting at a $99 price point”.
Started by two friends from Minneapolis with a background in sustainable fibers & a passion for creating beautiful products that aligns with our mantra:
Organic for the Planet, Fair Trade for the Farmer, & Awesome for You.
“We saw the gimmickry around thread counts, lack of supply chain transparency and the mark ups being taken by companies on the Fair Trade premium”, said Vishal Naithani. “Either the sheets were well made & overpriced, or made with inflated thread counts using conventional cotton, which has devastating human and environmental effect. We felt there had to be a better way.”
To get it right, sheets were purchased from high end retailers such as Frette, Pottery Barn, Macys and others. The sheets were sent to a top international textile lab and deconstructed for thread counts, staple, weave and construction.
The common thread in all luxury sheets was long staple cotton using 60’s to 80’s yarn with single ply construction. Sateen was the clear favorite. Majority of the sheets over 400 thread count had floating threads called “picks” used to inflate the thread count without adding any value to the quality.
We searched the Organic Textile database and contacted hundreds of factories and sent them through our internal check list, (Flo-certified, GOTS certified, Oeko Tex Certified, Fair Trade Certified Cotton among many others). After an exhaustive and educational search for the right supplier we narrowed down to three favorites, got on a plane, and gave them a surprise visit. One factory passed with flying colors. It had everything we were looking for, a transparent supply chain from farm to fabric using only non-GMO seed certified raw organic cotton manufactured in a FLO-certified factory. Sol was born!
“Our aha moment was when we created the Fair Price Model. No markups on fair trade premium. No mark up on the extra cost for GOTS certified organic cotton. Just great quality sheets at a fair price.”
The Fair Price Model