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Kaye started Parachute in 2013 as an online-only retailer in Venice, California, to fill the gap that she saw in the market: home goods that not only bring comfort to consumers, but that are also health conscious. She purposely created the brand with a platform that is easy to shop, still reflected in the company’s ethos today.
Parachute’s beginning
Since launching the brand, Kaye and her team have built a strong community of loyal customers who love Parachute for its quality and laid-back California aesthetic. “What makes Parachute truly unique is our commitment to bettering the lives of our customers and our specialized approach to product design,” Kaye said.
"What makes Parachute truly unique is our commitment to bettering the lives of our customers and our specialized approach to product design."
The team started by designing Oeko-Tex certified bedding, which is free of any harsh chemicals and synthetics. This was one of the company’s first products because the team at Parachute, “believes in the importance of doing our part to reduce our environmental impact and wanted to create products that not only reflect that, but that are safe for customers.”
Throughout the years, Parachute has expanded its product line to include bath products, loungewear, and home decor, designed to reflect the company’s values.
Meeting sustainability goals
Parachute has continued to expand on its sustainability goals, including becoming Certified Climate Neutral this year.
The company has been able to achieve this in part by sourcing sustainably. “We purchase down materials from an RDS-certified supplier, and have invested in additional certifications like GOTS, Fair Trade, and FSC,” Kaye said, adding that “our responsibility to people and the planet is not just environmental, but social as well. We have a responsibility to ensure that we only work with ethical manufacturers that meet standards like providing safe working conditions, environmental protection, and sustainable livelihoods to their employees.”
"We have a responsibility to ensure that we only work with ethical manufacturers that meet standards like providing safe working conditions, environmental protection, and sustainable livelihoods to their employees.”
Although Parachute has invested a lot in their sustainability commitments, the company isn’t close to slowing down. “Sustainability is an ongoing journey for our company, and we are always looking for ways to build upon our existing efforts,” Kaye said.
In 2022, Parachute will be launching its first circular program with its recycled down pillow, made from pillows that have been returned in the past. Next year, the company is planning on transitioning from packaging made from vinyl to incorporate more sustainable materials, and plans to replace virgin polyester with recycled polyester.
Incorporating thoughtful design into its products
As founder of Parachute, Kaye believes that the “everyday essentials that fill our space can affect everything from our self-perception to our confidence and productivity.” When designing a home, Parachute knows how important it is to create an environment where you can be the best version of yourself.
“Everyday essentials that fill our space can affect everything from our self-perception to our confidence and productivity.”
Thus, all of Parachute’s products take into consideration design elements such as shape, color, space, form, line, value, and texture, as “thoughtful design encourages healthy habits, fosters sustainable lifestyles, and makes consumers feel good,” according to Kaye.
The team at Parachute believes that when we take good care of our home, it takes care of us. Therefore, the company’s mission is just that– to provide consumers with the tools they need to build their home.
Because, when it comes to home goods, “the items in our homes are collections of our life stories, and who we are. Having a cozy home you know you can retreat to is one of the most important elements of well being and the foundation for self care,” Kaye said.
