Since 2018
The numbers, including the bad ones
Five workshops, four countries, 26 pieces — and every gsm, dimension and drawback on the page.
Five workshops, four countries, 26 pieces — and every gsm, dimension and drawback on the page.
Avenlose began in 2018 because buying linen online was a lottery. Every site said “luxurious” and none of them said the gsm, the finished dimensions after washing, or that dark linen picks up lint from a wool throw.
So the rule here is that the specification goes on the page: grams per square metre for every towel, thread count for the percale, measured burn time for every candle, and the town each thing is made in. Where a material has a genuine drawback, the product page says so — the linen creases, the linen-cotton towels are scratchy for five washes, the reactive glazes cannot be matched.
It costs us some orders. It costs us far fewer returns.
Fired to 1,240 °C
Flax grown in France and Belgium, spun and woven in Lithuania, then washed twice before it ships. Bedding, the tablecloth and the napkins all come from here, which is why the shades match across them.
The brushed cotton and the percale. A mill that has been weaving sheeting since the 1950s and is the reason we can sell a 200 thread count percale rather than a meaningless 1,000.
Long-staple Turkish cotton, combed before spinning so the towels shed almost no lint. The waffle, the 480 and the 600 gsm terry all come from one weaving shed.
Slip-cast and glazed in small batches. We say slip-cast rather than hand-thrown because that is what it is; the variation you see is in the glaze, not the forming.
Poured by hand into unbranded glass, in batches of about four hundred. Burn times are measured on a two-hour cycle rather than estimated from the wax weight.
Bamboo “silk”, microfibre, anything described only as a “linen blend” without a percentage, and thread counts over 400. The first three do not last and the fourth is a marketing number.
If we cannot state these five things, the product does not go on sale.
Measured flat, after washing, not before.
Gsm, thread count, or grams of wax. Measured in-house.
Every fibre and its percentage. No unqualified “blend”.
Not the country. The town.
Creasing, shedding, staining, tunnelling. Whatever is true.
Tell us whether a crease in the morning would bother you. That single answer decides it, and we will say so plainly — including when the answer is the cheaper set.
Contact us