Vthe year has finally announced its arrival in the form of small signs of spring here and there, and hand in hand with this season also goes spring decor and decor.
– I am probably not a good enough parent, but that is what is offered
Bed linen in pastels and patterns in particular has received increased focus in recent springs, preferably in the popular fabric crepe.
Kid Interiør, among others, confirms that they experience an ever-increasing demand for precisely this. And now several products are going viral on social media.
– Bed covers in crepe drive a larger volume. We see that the bed sets are going viral and that the goods are running out of the shops, says marketing director Kaja Myhra at Kid.
The interior chain went viral on social media a couple of years ago, after launching bedding with colorful flowers and stripes at a low price. Now they are trending on TikTok again, with jewelery boxes, toilet folders, homewear – and crepe bedding sets.
– We have sold a lot of these items in the past as well, but we find that such items are selling faster now.
But did you know that crepe bedding is actually a Norwegian invention?
A revolution for housewives
Høie of Skandinavia was the first to introduce this airy bedding in 1952. Previously, mother had bought in white fabric and sewn the bedding herself.
Stine Jensås Andersen, marketing manager at Høie of Skandinavia, tells the story to KK:
– Kreppen saw the light of day in 1952, right after Høie, as the first Norwegian company, had decided to invest in ready-made bedding, colored duvet covers and sheets.
ADVERTISING: Campaign from the 50s.
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Back then, it was a delegation from Høie that traveled across the pond to America to look for inspiration. They were quickly impressed by the American’s underwear, which was in dire straits.
The gang took the substance back home and further researched what possibilities it could have. Then they decided to launch crepes on bedding.
KREPP: This is what the first bed linen in krepp from Høie looked like 50 years ago. Photo: The manufacturer
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But there was no success from the start. Norwegian housewives were used to doing most of the sewing themselves, and things should preferably be in plain and white fabric. In addition, they were used to ironing or rolling the bed linen, says the marketing manager.
It would take a full three years before crab bedding took off.
– Finally, the housewife could take a trip to town instead of rolling and ironing. The sensation of crab became known far beyond the borders of Scandinavia.
FIRST LAUNCH: When crepe bed linen was launched in Norway, housewives were supposed to get rid of all the work of sewing and ironing the bed linen themselves. Photo: Høie
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It was through large advertising campaigns in 1955 that housewives were able to see the benefits of the drug.
– The advertisement, which ran both in cinemas and in print, informed that crepe was the bed linen that should not be rolled or ironed. A revolution at the time, says Andersen
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Product and purchasing manager Marte Tørstad in Høie believes that it is the structure of the fabric that arouses people’s interest:
– The small ripples in the bed set are both pleasant to the body and delicate to look at. Design probably comes into play here as well. The crepe comes in both plain colours, with patterns and stripes or checks. There is something for everyone.
The trend that is all over the place now
Special technique
Many probably associate cancer with the hot summer nights when you want to sleep in a cool fabric.
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Krepp, on the other hand, also has a beneficial function in winter.
– The special weaving technique that ensures air pockets between the crepe and the bedding makes the crepe cool in the summer and warm in the winter, according to Tørstad.
– Many like to associate spring and summer with crab, says design manager Trine Varøystrand in Høie. She says that they have taken care of light pastels and nostalgic flowers in the spring and summer collection.
– Some of this year’s trends reflect precisely the modern nostalgia that we have allowed to be expressed in several of our designs, in addition to stripes for those who want something more classic.
– I thought I was going to die
Brings spring in
When KK contacted Rusta Norge’s marketing manager, Lena Nygård, earlier this year, she said that they feel that Norwegians want to bring spring into their homes.
– After a fairly long winter, many people are probably getting ready for spring and brighter times, and thus there are particularly colorful interior items that can help renew the home in nice spring colours.
