Brooklinen Launches First Fashion Collaboration With NYC Brand Kule
Brooklinen is stepping into the fashion scene with fellow New York City-based brand Kule.
On Thursday, the home essentials brand unveiled its first fashion collaboration with clothing brand Kule. The seven-piece collection, retailing for $59 to $399, includes a variety of bath linens and accessories, including robes, towels, slippers, bath mats and more. Most items showcase preppy stripes and whimsical smiley face motifs, which both brands frequently play with.
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“As two NYC-based…brands that started in the mid-2010s, Kule has always been on our radar,” Laura Jacobs, chief marketing officer at Brooklinen, told WWD. “We found a like-minded partner in the Kule brand — since we’re both lovers of all things striped and smiley-faced — and its team saw that common optimism and fun in us as well, fueling this partnership.”
While providing stylish — yet comfortable — looks was at the forefront of the partnership, the collection also focused on sustainability.
In fact, the cotton and cashmere blend wearables in this collection, like the Super-Plush and Cashmere Blend products, are made with Oeko-Tex certified fabrics, a globally recognized standard that tests textiles at every stage of production — from raw materials to finished products. This ensures that the textiles and fabrics used have passed safety tests for harmful substances and are free from toxic chemicals.
“Brooklinen products are made to be lived in and loved, so we immediately felt a synergy with Kule‘a everyday wardrobe philosophy,” Jacobs said. “Customers of Brooklinen and Kule are on-the-go, creative people with an eye for fashion and home. They appreciate a comfortable, premium essential, with a little fun twist and we’re [sustainably] delivering that together with this collaboration.”
Outside of this collection, Brooklinen has increased its sustainable initiatives in other ways.
For more than a decade, the company has partnered with Good360, a specialist in product philanthropy and purposeful giving. Through this partnership, Brooklinen distributes all returned products to donation centers across the country, preventing usable items from entering landfills.
One notable donation made by Brooklinen through Good360 was to the Fort Schuyler Presbyterian Church in the Bronx, N.Y., where nearly 300 families who survived residential fires received Brooklinen bedding.
In addition to this contribution, Good360 has distributed more than $14 billion in donated goods worldwide, supporting a network of more than 100,000 prequalified nonprofits that strengthen communities and improve the lives of millions.
The organization also collaborates with retail giants like Walmart, UPS, Amazon, American Eagle Outfitters, Gap Inc. and Levi Strauss & Company to raise awareness and promote sustainable practices across the industry.
“Homelessness and housing insecurity is a harrowing reality for so many,” Brooklinen stated on its website. “And due to systemic racism, income and resource inequality, it’s an issue that disproportionately affects women, particularly Black, Indigenous and trans women. This is one of the [many reasons] we partnered with Good360 as we aim to bring comfort — and uplift — the people who need it most.”
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