Barefoot Dreams Blankets America – The New York Times

The first time Amanda John caught a glimpse of a Barefoot Dreams blanket, she was watching “Keeping Up with the Kardashians”. “Khloé wore his little leopard in a blanket and I was like, ‘What is that?’ Then, when I goggled it, I was a bit shocked, “said Ms. John, 32, who lives in Atlanta and whose blog, Strawberry Chic, focuses on” sharing style for the everyday girl. “

Ms. John received a gift card, then waited for the sale, finally to buy it herself. Now, “I have two or three blankets, maybe. I have a garden I think there are two cardigans, ”she said. “I’m pregnant with my first one right now, and I’ve also given her my first Barefoot Dreams blanket.”

To see the unmatched drop of oatmeal color fuzzy, one does not have to understand how celebrities like Oprah Winfrey, Kate Hudson, and Chrissy Teigen smacked themselves in barefoot dreams; Why blankets consistently sell out during Nordstrom’s big annual sales; Why bloggers, influencers and YouTubers painstakingly weighed the $ 180 price tag with their followers.

But after a brutal winter, closing year 1 of an epidemic, many sought relief in the clothes of the Noubat: a country of the lynx, with blankets spread across cut laps, tightly gripped in anxious fingers. took.

“It’s the most comfortable lifestyle brand,” said Melia McGee, director of home furnishings sales at Nordstrom. “We see a lot of repeat customers for the brand, who can start by purchasing a pair of items such as a pair of slippers, and expand their collection to include multiple throw blankets for every room in their home . “

“Obviously where I’ve spent my money more – this sense of feeling comfortable and comfortable during a time,” said Kelsey Boyanzhu, 29, who wrote a blog for Blonds and Bagels in San Francisco. “I make money from affiliate links on my website and I have seen a complete change. I have seen traffic on some of my most popular fashion posts.

But his December 2020 post, “Are Barefoot Dreams Blankets Worth It?” Now one of his most popular. “We’re not necessarily looking for a handbag in the same way that we’re looking for a blanket,” she said.

Actually.

While Barefoot Dreams only seems to be everywhere recently, it was actually founded in 1995 by Annette Cook, a mother of young children who started a line of baby clothes and products from her garage in Burbank, California was.

She traveled to trade shows in Las Vegas and boutiques around the country, and in 2002 she trademarked the term “CozyChic”. In 2003, Oprah Winfrey named the robe one of the “favorite things”.

Ms. Cook died of cancer in 2012, but her husband, Stan, remains as CEO, with her brother-in-law Steve serving as sales director, and her son, 25-year-old Grayson, joining the business.

“He put his whole life into it,” Steve Cook said. “She didn’t see what she is today, but she had a pretty good idea of ​​what’s going on and where she’s going.”

Thanks in part to the company’s PR firm, Rogers & Cowan, a parade of celebrities now post barefoot Dreams blankets; Here the toddlers of Kate Hudson’s teenage son, Ryder, on a white throw, or Chrissy Teigen with a creamy leopard print, were patted on their feet.

Ms. Teigen tweeted about her blanket in 2019, “I use my 365. It extends over your shoulders and legs and nothing compares.”

“He even went on to say, ‘Oh, if you make a scratchy, I’ll wear a scrunchy too,” said Frederick Barrquere, sales manager at Barefoot Dreams. “Okay, we’re going to do some investigation!”

QVC reported strong sales of Wrap and Cardigan’s barefoot Dreams apparel, especially in the epidemic, and Mr. Cook said that “everyone wants to be dressy and comfortable,” with the company doing exceptionally well last year and This year, we are going to have that double. “

Hollywood stylist Rachel Zoe said she had been a “forever fan” of the company, especially Poncho. “Their garments also make the best gift,” she said.

The extraordinary softness of the polyester microfiber fabric is what fans feel at the first touch. “The hand feeling is definitely unique. It is very spongy. “I haven’t felt quite as a clothe.”

“It’s not your father’s polyester,” said Deborah Young, a fabric historian and textile historian and professor of merchandising. “Microfiber is incredibly fine like silk. We never managed to chemically mimic silk, but eventually came closer by making a finer than silk. “

Of course, Barefoot Dreams is not the only manufacturer of synthetic fulls. It has similar dream names as its competitors. Urban outfitters throw in a “Stargazer” nut gray, while the Target “Stars Above” line features velvet cream chenille robe. Even Sam’s club has found fuzzy fans with his crafted Katherine Throw, a steal at $ 30.

“I know I personally have tons of fuzzy socks and blankets around my house, so we wanted to add something we were really shopping for,” Pinkie Lily, a company that prints $ 94 Sells print blankets, said Tori Garbig, CEO of. . Pink Lily began offering more soft “stay-at-home basics” after last fall.

Many of these products echo the dusty palette of barefoot dreams or instantly recognizable animal patterns. “It really goes with the Malibu vibe, the coastal vibe,” Mr. Burroughsquire said of the color scheme; The brand distinguishes colors such as “graphite,” “stone,” “pitter” and “beech rock”, if all the subtle variations on gray-toop – or dishwater, if any trouble is felt.

As bloggers list the best thugs on a whim, the company has started running a banner on its home page warning customers of unauthorized sellers.

“Wash it! That’s why other people fall apart.

The popularity of these fluffy products – and it is very machine washable – scares environmentalists, who have seen the horrors of some synthetic clothing on the global water supply in recent years.

“Polyester in general and microfiber in particular are really under scrutiny right now because of their environmental impact,” said Patrice George, professor of textile development at FIT, who poses a crisis on the Barefoot Dreams website and aesthetics. “All those tiny microfibers move into the water and they are polluting the ocean.” It is the sheer fragility of the synthetic fabric that makes it more likely to be washed and drained into the washing machine, she said, “but they feel great.”

The effect can be minimized by washing blankets or apparel inside a microfiber gripper, such as a blank ball or guppyfriend bag. Later this year, Barefoot Dreams will release a new product line Ecovich made with 70 percent recycled fabrics.

“The cloth is always of safety and revelation,” said Ms. Young. “On the one hand, what you’re wearing tells us who you are, but on the other hand, when we go home, we always crawl under blankets. There is something so safe about it.

“Security” is a term Mr. Burroquer returns as well. “You know when you’re a kid and you’re carrying one everywhere?” They said. “That’s why people really get used to our product. You want sweaters, you want socks, you want slippers. We are taking you through the day. “

Ms. Boyanju understands that barefoot dreams cannot be achieved by everyone, or even desired. “The reality is, I don’t know if there’s any way for me to say that a $ 180 blanket is worth it,” she said. “That’s why I want to accept this. Do I regret my blanket purchase? No.”

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