We use 100% Supima extra-long-staple cotton, a rarer and finer fibre than the long-staple cotton most brands use, woven into a 430 thread count sateen. Everything is made in a family-owned factory in Portugal that has crafted bed linens since 1948. Better raw material and skilled craftsmanship is what gives the sheets their hotel-like feel.

We spend very little on advertising. We trust that delivering a superior product at a better price will make people talk, so our customers do the marketing for us by recommending Juniper to their friends.

For most people, yes. If you are specifically after a completely different style of weave, such as linen or flannel, our sateen may not be for you. And if you are unsure, you can quite literally sleep on it: every order comes with a 30 day trial and a full refund if you are not satisfied.

Thread count is the number of lengthwise and widthwise threads in a square inch of fabric. More threads generally means a softer, denser feel. We landed on 430 because more than four out of five people preferred this range in testing: soft and substantial, yet still breathable.

Supima is American-grown extra-long-staple cotton with fibres around 1.5 inches long, compared to about 1 inch for regular cotton. Longer fibres spin into finer, stronger yarn, which makes the fabric softer, more durable and far less prone to pilling. Less than 2% of the cotton grown worldwide qualifies, and it is cultivated on family-owned farms, primarily in California.

With proper care you should expect more than five years of daily use. We recommend keeping two sets per bed and rotating them, which extends the life of each set to around ten years.