Ones to watch: thread experiment

by Harry Sheff

ThreadExperimentAs he roamed the Las Vegas trade show floors, Greg Shugar, founder of The Tie Bar, realized he’d discovered a gap in the market. “It dawned on me that there’s no bedding brand dedicated to men,” he recalls. Shugar teamed up with Justin Mikita and Greg Winner on Thread Experiment, a new company that markets bed sheets ($98 to $208), comforters ($168 to $218) and duvets ($158 to $198) to men. Here, we talk to Shugar about how they’re getting guys to care about their sheets.
On why they launched a men’s bedding brand: Men spend a lot of time on the way they look with grooming and clothes. We think the bedroom should be an extension of the way a man looks. With so many choices out there that are pink and turquoise with flowers and lace, it doesn’t give men many options.
On how they’re introducing it to the market: We launched the brand with an exclusive sale on Gilt and the results exceeded our expectations. The best part was that Gilt featured the brand in the men’s section rather than home, which confirms my belief that men are indeed seeking out bedding that appeals to them. The first collection is built around 100% cotton, 300 thread-count sheet sets with duvets, comforters and shams in masculine colors and patterns.