SHERIDAN PARKSON PAVILION
Australian luxury bed and bath brand Sheridan launches their SpringSummer 2019 collection with their refurbished flagship counter in Parkson Pavilion.
With a strong commitment to renewable, sustainable resources, as well as design sensibilities that bank on the evergreen, luxury bedlinens, towels, and home accessories brand Sheridan more than lives up to the notion of timelessness. Because as far as we’re concerned? Sustainability never goes out of fashion.
There is a sense of the ideal when it comes to Sheridan’s products, one that recalls the quality of old with the sustainable innovations of the present. Take a walk in Parkson Elite Pavilion; within the store sits Sheridan’s brand new flagship counter, recently renovated to form the perfect backdrop upon which the brand’s latest Spring/Summer 2019 collection was launched. With a delightful anature-inspired seasonal palette, it is one that ultimately echoes sentiments of home, as befits the nature of bedlinens; for where else is one at home, if not comfortably tucked in bed?
Home, in this case, is Australia, from which Sheridan’s team of designers and artisans drew inspiration: natural surrounds, sunsoaked beach days, flora, and fauna alike. The resultant collection is one that is vibrant, and yet evergreen in its design – a trait perfectly embodied by the brand in an attempt to extend the life of the product in any fashionable home. Speaking to us at the launch of the new flagship counter, Sheridan Group General Manager Mr Paul Gould shares: “Our designs are more classic; it’s not high fashion. Very few people can afford to buy bedlinen for six months, and then buy something new after. We think that things like cushions and throws can be much more fashionable. I call those the lipstick of the home, because a lot of the time, a lipstick doesn’t cost a lot of money and it can make you feel fresh.”
Dedication to the longevity of the design is only one part of the beloved Australia brand’s efforts at sustainability, however. With emphasis placed on innovation and the use of recycled fibres (Sheridan currently carries a Rethread line that is made using recycled fibres), yet more and more is being done to ensure a sustainable future. To this effect, the brand makes use of organic cotton and Tencel™, a renewable and innovative cellulosic fibre that leaves no trace in nature. Meanwhile, all unnecessary packaging has been removed from the brand’s products, saving up to 100 tonnes of cardboard.
By all accounts, the way forward is more than paved by the efforts of the Sheridan group. Paul adds, “We took a look around to see what was happening in our industry, and to see who was spearheading in terms of environmental stands, and there isn’t anybody. So we thought, let’s take what we’re doing, be proud of what we’re doing, and just put it out there as a challenge to everybody, to make a movement. We think that there’s not enough action going on in the world to fix the things that are going on.” Because innovation plays a key role in getting ahead, Paul shares that the brand is now constantly approached by like-minded others. “We’re a reasonably big business in this space. We’ve got a whole team that’s focused on innovation, working with all the upand-coming recycling opportunities. We’ve got our finger on the pulse, and we’re now starting to have lots of companies coming to us to share what they’re doing, and hopefully we can use that, and lead the way. We want the whole industry to get on board.”
What this does, essentially, is to create a thriving, symbiotic environment. A collaboration, not just within one corporation, but between many who can lead the way for consumers the world over. “I think the movement that we will see in consumer behaviour in the next five to ten years is going to be dramatic,” Says Paul. “Younger generations coming through want to know where things are coming from, they want to know how ethically it was produced. It’s a whole different world, and everything is so instant. There is some fear when you do these things, though: you think you have to be perfect. And you know, we actually took a position; you don’t actually have to be perfect, you just have to make a start and go.”
Sheridan Group General Manager Paul Gould with Nikki Hunt and Andrea Savage of Design Intervention, who had flown in to the event to share tips for creating a cosy home. The Bellport collection is adorned in depictions of Australian flora and foliage, and features warm hues like coral, rose, wheat, and gold. The Atherton Plantation collection is a rich counterport to the Bellport collection, evocative of midnight campfires and rich floral prints. CLOCKWISE Sheridan’s Organic Cotton sheets come in reusable matching cotton bags.