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Parachute may be known for its organic linen sheets and soft sateen pillowcase sets, but surprisingly it wasn’t the bedding that was flying off the company’s proverbial shelves over Memorial Day weekend. We recently got intel from a representative for the brand that the home essential that was selling every 30 seconds on the site was actually towels. And customers didn’t single out one type: From the oversize beach variety to the beloved waffle texture, these bathroom must-haves were going at record rates. We have a hunch it had something to do with the sweltering temperatures (we know summer is unofficially here when we’re taking two-plus showers every day).
Outside of the successful MDW event, Parachute has seen an overwhelming demand for its dusk colorway. The shade stole the show during the last Black Friday event, quickly becoming the top seller in the bedding category. With these recent sales pointing straight to the trends, the company has combined the two interests to introduce its Classic Turkish cotton towels in the much-loved midnight blue on June 28. The ridiculously soft, quick-drying option starts at $14 and comes in four sizes (washcloth, hand towel, bath towel, and bath sheet). Psst: You can also purchase the bundle for $154.
Why stop at towels when you can go all in and bring the rich hue into the rest of your personal sanctuary. Layer your bed with inky-colored linens, swath your headboard in identical velvet fabric, and paint the walls for a moody, monochromatic situation à la Garance Doré, and you’ll be feeling anything but blue amid the stylish ambience.
