This Under-the-Radar Brand Sells Luxury Sheets at 70% Off—But There’s a Twist

published Feb 6, 2020
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Credit: Abe Martinez

If you’ve never heard of Primary Goods, here’s a primer: The DTC retailer is one of the up-and-coming brands we’re looking forward to seeing more of in 2020, and currently offers a small selection of bedding. I was first introduced to them when testing linen sheets, and since then I’ve become a big fan. Like any brand that offers quality bedding, prices can get high—but we just discovered that there’s a way you can skirt the high prices and save big on sheet sets.

Primary Goods offers something called a “mystery set.” If you order a mystery set, you’ll get a complete sheet set (top sheet, duvet cover, fitted sheet, and two pillow cases), but in assorted colors. You don’t get to pick the colors (there are 495 possible combinations), and it’s final sale. But you do get 70 percent off, so you might decide that the trade off is definitely worth it. Right now this option is only available for the brand’s cotton sheets, not linen, and Queen sizes are currently sold out.

It’s an intriguing offer to be sure. So what exactly will you certainly be getting out of this deal? In short, some really good sheets. Primary Goods’ cotton sheets are OEKO-TEX and GOTS certified, so they’re organic and free from harmful chemicals. They’re also soft and cozy, as well as high quality. I’ve been using my Primary Goods sheets for about a year now and they feel the same as they did when I first got them (including the duvet cover).

The main draw of Primary Goods’ bedding, though, is the ingenious top sheet solution. Some background: I am firmly on the “no top sheet” team. I’m a hot sleeper and don’t like having the extra layer, and nothing annoys me more than a top sheet getting all tangled at the foot of the bed by the time morning rolls around. I had resigned myself to living a life in which I wash my duvet cover once a week, even though it takes me 10 minutes to insert my duvet into its cover on a good day.

That’s why discovering Primary Goods was such a game changer for me. The brand designed their top sheet to snap onto the duvet cover, so you never have to worry about the top sheet getting out of place during the night. It eliminates all the annoying parts of making your bed, and when laundry day comes, you just unsnap the top sheet to clean it. So simple, yet so smart. Needless to say, my mind was blown and I have been a very happy sleeper ever since.

Granted, this kind of purchase is risky and not for everyone. But it’s also kind of exciting, and very fun. There’s a certain relief in leaving your bedding choices up to fate, especially if you’re constantly changing up the style and vibe of your space. Personally, I’m not sure I could do it, but I do like that the spirit behind the mystery set is the opposite of the perfectly styled spaces you tend to see today.