We spend nearly a third of our lives in bed. So why is it that we think more about the sofa, the paint colours, or the wine glasses than the linen we sleep in every night?
The answer: most people don’t know what makes bed linen truly luxurious, and marketers haven’t made it easy. "Thread count" is flaunted like gospel. Egyptian cotton gets added to every label. But as with anything worth investing in, real quality lies in the details, the ones you can’t fake. At London & Avalon, we’ve made it our mission to cut through the confusion. Here's what truly separates luxury bed linen from the rest.
1. It starts with the cotton - But that is only the Beginning
Many brands proudly boast 100% Egyptian cotton. And they should, it is still considered the world’s finest. But not all Egyptian cotton is of the same quality. We use long-staple Egyptian cotton, which is spun into stronger, smoother yarns. These threads resist pilling, stay breathable, and age beautifully. What makes London & Avalon different is that we go one step further, partnering with some of the finest European mills in Portugal and Italy. These family-run ateliers have honed their craft over generations and understand that luxury is about more than just the raw material, it is about how it is woven, finished, and made to last. OEKO-TEX® certified and responsibly made at small-batch mills. Refined to our exclusive specifications.
2. Thread Count vs. Fabric Quality: The Myth, set straight.
Let’s settle this once and for all: thread count is not the gold standard. In fact, it can be incredibly misleading. Some brands inflate thread count using twisted, short-staple yarns that bulk the number but compromise on durability. The result? linens that feel rough, trap heat, and wear out quickly. Our belief? A better yarn always beats a bigger number. When you invest in London & Avalon, you are choosing purity, with a smooth, weighty drape and lasting softness that can survive years of laundering, sunlight, and sleep.
3. Finish Matters: How the Linen Feels and Lives
Luxury linen should not only feel indulgent, it should live well. Think of how often your bed linen works: 6+ hours a night, 365 days a year. It is washed weekly, often at 60°C, tumble dried, frequently ironed. Few fabrics work harder. Our finishing techniques are built to endure this cycle without compromising how I t feels. Whether it’s the cool, crisp touch of our Island Collection or the subtle sheen of our Heritage sateen, every weave is engineered for longevity.
4. Tailored Touches That Make a Difference
True luxury lies in considered details:
- Our fitted sheets are generously cut to 40cm depth designed to stay firmly in place on even the thickest mattresses.
- Our duvet covers feature a French Tail opening, so you never have to deal with buttons again.
- Our pillowcases include deep envelope closures to keep pillows tidy and in place. And of course, our signature grosgrain ribbon trim or delicate hemstitch detailing often copied, never matched, adds the final note of distinction.
So, What Is Luxury Bed Linen?
It is linen that feels like an escape; soft, breathable and enduring. It is sheets that hold their form and elevate your sleep. It is fabric crafted by people who have spent generations perfecting it. That is what we do at London & Avalon and once you have experienced it, you won’t go back.