Flax Home is in love. This year, we are consumed by our latest collection, A Love Letter to Portugal. Chapter by chapter, we have been unveiling new 100% linen home essentials and next we're thrilled to release the Fall bedding colours — Juniper and Azure. These two highly anticipated colours are available in our Sleep collection, including an Heirloom Quilt in Juniper. (P.s. Don't forget to pair it with the matching Quilted Shams.) To take us on a trip through these limited time additions, we caught up with Flax Home co-founder and Chief Creative Officer, Anna Heyd, to learn about the inspiration behind the infatuation.
When did you visit Portugal?
"I visited Portugal in September of 2021. And I went because we'd started working with Portuguese manufacturers in 2020, but those are relationships had been built over Zoom and emails up to that point. This was the first opportunity for me to travel, meet them in person and potentially establish relationships with more suppliers. That weekend was also home textiles Fashion Week in Guimarães, Portugal, so it was the perfect time to go explore."
What about Portugal inspired a love letter?
"There's a lot of romanticism in Europe. Like a lot of people, travelling was something I so desperately missed during the pandemic. So, getting to go drink Portuguese wine, eat Portuguese food and soak in that culture after two years of not being able to go anywhere felt really special.
In the lead up to that, we'd been considering what new products we were going to launch and which colours our community wanted to see in 2022. We knew that the bulk of our product was going to be coming from our Portuguese partners, so when I started to see these incredible colours pop up on my trip, both in the landscape and architecture, it really felt like it was meant to be.
So really...this collection is both a love letter to those moments of inspiration and to the partners we’ve built relationships with in Portugal who help us bring all that inspiration to life."
Tell me a little bit about our production partners in Portugal.
"When it comes to home textiles, there are a few places in the world to do it exceptionally well. And when it comes to linen home textiles, there are even fewer. And through exhaustive research over the last five plus years, we built relationships with our manufacturing partners in China and Lithuania and now are lucky to have several partners in Portugal. They really do exceptional work and align with our values.
The country also has a deep rooted history in textile manufacturing and is working hard to build their reputation on that quality. One of the best things about Portugal is that the vertical integration in Portuguese factories is a lot more prevalent. European flax is sent to Portugal, where it gets milled and spun, and then it gets sent down the street to our manufacturers where it gets woven. For us, when we think about why we do things, the way we do them and the environmental impact of a product traveling, having the least amount of steps is important to us. So, having as closed a loop as possible is also a huge differentiator."
Talk to me about these two new colours. Where did they come from?
"Yves Klein blue has been a fashion favourite of mine for a very long time! I’d been waiting for people to be ready for it in their home, 2022 is the year. I was also very inspired by the blue in the hand-painted Portuguese tiles, when I realized how close they are to my favourite shade of blue I knew it was meant to be. The muted, deep green, Juniper, is also a personal favourite of mine. I fully believe green goes with everything and looks good everywhere. And, just like the other Sleep collection colours, this shade popped up everywhere on my trip. I found this shade on doors in Portugal, and looking back on photos inspired me to add it to the collection."
Now, these are Seasonal colours correct? What’s the difference between these and Core colours?
"Correct. So, Flax Home started with three colours — Pebble, Cloud and Blush. We call these our Core colours. Curation is incredibly important in our design ethos, so our Core neutrals are the building blocks that can blend from one season to the next. In the last four years, our Core collection has expanded to also include Shell, which is somewhere between a cream and a natural linen, and Pebble Stripe, which is our only pattern right now. Then every Spring and Fall, we want to give our community something more colourful to draw them in and inspire them in their decorating. We run those Seasonal colours for a year, give or take, so the Juniper and Azure you see now will run until the Fall of 2023.
Having reliable, neutral Core colours and fun, bold Seasonal colours allows people to both build and play with their Sleep collection style."
So, what are your favourite Core/Seasonal combos right now?
"I love the combination of Azure and Mint. They're two beautiful blue-tones that contrast and compliment each other well. For Juniper, my favourite Core colour to pair it with is Shell."
Paint the picture for us. How do you want people to feel when they’re relaxing in Flax Home this fall?
"I think of my trip. A beautiful week in September. The leftover fall sunshine. The air smells like eucalyptus, which grows wild everywhere.
I think of the greens painted on old, antiqued doors and the blue and white hand-painted tiles mosaicked throughout the city jumping out at me.
Where we produce our linen in Portugal is also adjacent to Vinho Verde, a region of Portugal known for making really amazing wine. So, I guess picture yourself sitting in the sun, smelling the eucalyptus, drinking this delicious local wine and dining on incredibly fresh, delicious seafood."
What a vibe. Can we go back?
Shop A Love Letter to Portugal in our new Waffle Collection in Bathe in the colours Fawn, Cream and Azure and our Sleep Collection in the colours Juniper and Azure. Follow Flax Home on Instagram and subscribe to our Newsletter to be the first notified for new launches, sales and exclusive perks.
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