HYPNOS

HYPNOS OFFERS FIRM SUPPORT FOR SUSTAINABLE DESIGN

Expert in sustainable luxury, British bedmaker Hypnos is unveiling the next chapters of its Origins story with new collections and partnerships at this year’s Bed Show …

www.hypnosbeds.com

Hypnos’ popular Orthos Support collection has been renewed to reflect the company’s ethos of creating absolute comfort with integrity to create the very best night’s sleep.

Offering a comprehensive choice of sustainable fibres with unparalleled traceability credentials and a choice of firmer comfort levels, the range features five models, upholstered with cotton, flax and hemp fibres, high quality eOlus (recycled fibres), and layers of British wool, traceable to Red Tractor-assured farms. Proven ReActive pocket-spring technology, designed to be firmer across the expanse of the bed, distributes weight evenly and provides greater support for those who prefer a firmer feel.

“The Origins Story encompasses our decade-long approach to responsible sourcing and manufacturing, creating comfort with integrity,” explains James Keen, Hypnos’ chief executive. “We seek out ethical supply chain partnerships to ensure our materials are authentic, and have provenance, traceable to their origins – we believe no other manufacturer pursues this level of scrutiny.

“Consumers are demanding ecofriendly, chemical-free products and circular designs, but they are sceptical of brands’ claims without certification, understanding there’s a lot of ‘greenwashing’,” James explains. “But a variety of solutions are needed to be truly sustainable in every sense of the word.”

By being part of The Woolkeepers initiative and only using wool from Red Tractor-assured farms, Hypnos says consumers can be confident that it is working with sheep farmers who are committed to animal welfare and regenerative farming practices, and paying them a fair price.

Hypnos supports farming communities around the world through CottonConnect and the Better Cotton Initiative, with education and training ultimately leading to reductions in pesticides and water usage – and its certified factories have met the Global Recycled Standard, to ensure materials have been collected and recycled responsibly so they don not pollute the seas and land.

“Natural fibres are better for people and better for the planet, having a raft of sleep and comfort benefits, including excellent moisture- and temperaturecontrol properties, naturally chemicalfree, antibacterial and hypoallergenic,” states James. “They are also renewable and biodegradable, and, as plants absorb CO2 from the atmosphere as they grow, they can help combat climate change.

“We can’t wait to be back at the Bed Show previewing another industry-first partnership, helping to build relationships between people and the natural world, and showcasing new collections to retailers. 2022 is going to be another very exciting year!”