“I like to draw parallels between linen and the perfect relationship. Both are durable and strong and age gracefully,” CEO Fredrik Axling explains. Historically a common sight in homes all over Northern Europe, this natural fabric fell out of fashion for some time, in favour of unsustainable, non-organic materials. However, linen is now experiencing something of a renaissance. “While linen has always been present on the market, the interest has increased recently. I think it’s due to its durable and sustainable qualities becoming important to many people,” says Axling.