By Nord creates new, minimalist universe

New By North-universe inspired by nature's contrasts

Peel off all the superfluous, and instead celebrate the beauty of extraordinarily soft fabrics and underpainted douce shades. That is the idea behind the new By North. First launch is a collection of delicate natural colors and exciting surfaces inspired by the Japanese answers to Danish "hygge", wabi sabi.

Reminisce back to Grandma's laundered and ultra-soft bedding that surrounds you like a cloud full of lovely memories, freedom and well-being. That is the atmosphere the new By Nord wishes to create for you with its new collection, which has cut both designs and colors all the way to the bone.

The new By North is a result of one year's design process and a new collaboration with RTC House of Brands, which is responsible for all sales and marketing of the brand in Denmark.

- We have cleared out the entire collection and only kept the very best - and then added a lot of delicious news. We have focused on an understated purity, natural colors and genuine, delicious materials. It gives both through history and texture a feeling of enjoying the good of life as you surround yourself with our design, says Brand and Marketing Manager at RTC House of Brands, Maria Araghouna.

Where By North previously found motives for the company's prints in the northern hemisphere, inspiration for the new universe comes largely from nature's colors and qualities that are combined with the Japanese philosophy of life, wabi-sabi, which is about cultivating the simplicity of nature and the imperfect.

- The expression in the light wrinkle of our linen bedsheets and new linen curtains is inspired by the imperfect that we would like to pay tribute to in this collection. In Japan there is also the tradition that bed linen is inherited, and the same extremely soft feeling, a set of good linens that have been washed many times, gives us, we have matched with our stone-washed cotton linens, explains Maria Araghouna.

White and gray form the base for the entire By North collection, joined by a selection of special colors in the individual series. The linen textiles have been given a special enzyme wash that gives a slightly wrinkled, unpretentious expression. In the new color Nude, the textiles give the delicious, calm atmosphere most of us want in the bedroom.



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