Cleverly began with a burning desire to help to the world leave blah behind...


... by stepping out of the generic Stepford bed and bath set and straight into a well lived real life.


By identifying the advantages of an area rich in textile tradition, the founders discovered an innovative factory in Northern Portugal with a 90 year history. They brought together dedicated textile engineers, chemists and technicians to create a formidable team of experts. 


Three years were spent designing and testing to develop 100% superfine cotton fabrics for towels, sheets, robes and PJs that are noticebly, wildly better than any others out there.


Everything is made from 100% superfine cotton and toxin free, cruelty free and vegan. Our factory and products are certified by OEKO-TEX (testing textiles for harmful substances), GOTS (global organic textile standard including ethical labour conditions), GRN (global recycling network) and FAIRTRADE (actions against injustices of conventional trade).