If you find yourself tempted to curl up on a linen quilt at the new Parachute showroom in Silver Lake, give in. That’s the point.
“We want people to touch and feel things,” says founder Ariel Kaye, who launched the modern bedding company in 2014. “We designed the store to feel like a home where people can experience our products.”
Parachute’s fourth bricks-and-mortar store (the brand also has showrooms a few miles away in Venice, as well as New York and Portland, Ore.) is housed in the new Sunset Gateway center on Sunset Boulevard in the middle of the lively Silver Lake shopping district. (Future next-door neighbors include Blue Star Donuts and Ramen Tatsunoya).
The sunny first floor features a lounge where visitors can sit, relax and sample products, and an upper level highlighting the bedding and bath collections. Kaye isn’t kidding about the showroom’s touch and feel aspect: It features a working sink where you can wash your hands and give the towels a try.
Textiles are muted in tone, machine-washable and are designed to mix and match. You won’t find thread counts listed as it is not a priority. Instead, the emphasis is on percale and sateen bedding made from Egyptian cotton and linen made of pure European flax.
Non-toxic lavender laundry detergent is available, as are wool dryer balls. Prices range from $60 for a twin percale sheet to $270 for a king-sized linen duvet cover. Towels, which can go up to to $150 for a set, are made of Turkish cotton.
Kaye says she hopes to host workshops, events and pop-ups in the future. For now, she envisions the showroom as a place where locals can grab a hostess gift — a table runner, candle, throw or tea towel — on their way to a dinner party.
“I fell in love with textiles because I like to entertain,” Kaye says. “We want to be a part of the community and celebrate our neighbors.”
Where: 3436 W. Sunset Blvd., Silver Lake
Hours: 11 a.m. to 7 p.m. Mondays through Saturdays, 11 a.m. to 6 p.m. Sundays
Info: (323) 741-0045, parachutehome.com