I LOVE LINEN - THE INDEPENDENT AUSTRALIAN HOME-FEEL LABEL
Discover the Australian brand dedicated to making homes around the world cosy. We chatted to Lauren Roe, founder of I Love Linen, to learn how she combines travel wanderlust with her love for being at home and how she gathers inspiration for her designs
Words: Emily Georgieva
Photography: I Love Linen
15 April 2020
It all started with a trip to France. Lauren Roe was on a vacation when an idea occurred to her. She was inspired by the comfort of the boutique hotels she was staying at to create the same effortless luxurious feel in her own home. This is how, in 2012, Lauren founded her own independent business that creates products dedicated to making homes more beautiful. I Love Linen continued to expand over the years until it became the best Australian online shop for all things home related.
Lauren wasn't exactly new to the craft. Growing up, her family worked as retailers and Lauren had always been interested in the industry. Over time she perfected her knowledge of quality sheets and thread count passed down from her family. When she finally founded her own company, the aim was to deliver the best high-quality luxury range of French linen bedding. Since 2012 the brand expanded as Lauren was constantly adding more to I Love Linen. Today, the company's range of products vary from bedroom to dining accessories, bathroom essentials and even lounge wear.
Although the concept was born from the love of French linen, the team behind the brand finds inspiration from their travels anywhere around the world. Lauren loves to stay in cosy little villas and independent guesthouses where she can interact with other individuals who have dedicated their business to bringing homely feel to travellers on their journeys. To keep the designs authentic and stylish, matching your home perfectly, the team always turns to the Australian roots of I Love Linen.
‘‘The style of the brand is a reflection of my personal tastes, and they have changed and expanded over the years. I now live in an area of much natural beauty and am inspired by earthy tones.’’
Lauren Roe, Founder & Creative Director of I Love Linen
for NOMADSofORIGIN Magazine
Each collection that I Love Linen releases, whether it is bedding or clothing, has a feel of sophistication. Choosing between the different colours can be daunting at first as they all look impeccable. Yet, once you decide on one, browsing the rest of the collections to complete the feel of your home becomes effortless. The Organic Bamboo products are a must have and will make an incredible difference to your home, adding a touch of tropical goodness. The Luxury Cotton is a great choice for making your bedroom feel like you're sleeping on clouds, whereas the Pure French Linen collections will give you the feeling of a luxurious stay at a boutique hotel each time you go to bed.
Lauren and her team are on a mission to do their ancestors proud by keeping the tradition of artisan woven textiles alive. The products of each I Love Linen collection are crafted with attention to detail, high-quality materials and the feeling of homeliness in mind to bring beautifully made goods to your home. Stylish, breathable and soft, the cover sets, and sheets are also created to suit people with allergies, who are intolerant to chemicals and dyes.
The team behind I Love Linen are passionate and dedicated professionals, who make homes better everywhere around the globe. Every traveller, who has gone a great distance during their adventures, knows that there is no place like home. Making your house cosy with the I Love Linen products is not only an investment you'll be grateful you've made, but it will also support an independent business on their journey to bringing a global feeling of top-notch comfort to your doorstep.
We talked to Lauren about I Love Linen and her forward-thinking entrepreneur approach. We were moved by the way she manages to balance her wanderlust with her love for staying at home and her search for the homeliness feel when travelling around the world.
NOMADSofORIGIN: We love your philosophy of concentrating on finding the balance for a perfect night’s sleep each night. Your bed is your kingdom and making it special is a must. Why did you choose high-quality French linen to be the material you use?
Lauren: Linen is one of the oldest fibres we have been working with since the dawn of textiles. It has both an artisanal quality and a heritage that is hard to compete with. Linen also looks beautiful when it is draped across your bed, all of the crumpled textures are what makes it so special to work with. When we first started selling our range it was not so well known in Australia but now it is so popular.
NOMADSofORIGIN: Your designs are simple, yet sophisticated. We know it is important for you to pay attention to every detail so that people can love your products for years after they’ve purchased them. Where do you get inspiration for the style of the products and why is it so important for you to give each customer a personalised shopping experience?
Lauren: The style of the brand is a reflection of my personal tastes, and they have changed and expanded over the years. I now live in an area of much natural beauty and am inspired by earthy tones. Also being able to travel the world has been a source of inspiration. Although right now as I write this the world is gripped by the COVID-19 pandemic so travel may be focused on my local areas, so who knows what influence that may have on future colour stories. As much as possible we also have to try to give each customer a way to personally interpret the colour range we produce and find a way to make it their own. We might be an online company but we work hard to feel like a local boutique.
NOMADSofORIGIN: From loungewear to home décor and dining accessories, your products vary in their practicality and purpose. What was the reason you decided to expand beyond creating linen products strictly for bedding?
Lauren: It was because I wanted more linen products in my own home, so I naturally started to create a collection that reflected my personal tastes. All of our collections have been very well received, and I love it when we hear from customers who sleep in the linen, wear the linen, dine with it and even bathe with it too!
NOMADSofORIGIN: I Love Linen has expanded quite a lot since you founded the brand. Can you share what we can expect from you in the future?
Lauren: For the past several years we have designed our own custom colours, and will continue to work on bespoke shades. I also am excited to expand our signature clothing range, it’s an exciting project to work on as a designer.
NOMADSofORIGIN: What are your all-time favourite I Love Linen products?
Lauren: I love slipping into a bed made with beautiful textured French linens, naturally! I also find I use our market tote bags as my go to hand bag as it’s the perfect size for going to the office in and fitting my laptop in too. And I also love the linen bean bags I designed, you will often find me at home lounging in that reading a book with a glass of wine!
NOMADSofORIGIN: The idea for the brand came after you travelled to France and got inspired to find a way and bring that elegant linen feel of the boutique hotels into your own home. What other destinations have become an inspiration for the brand over the years?
Lauren: I have travelled extensively around the world, naturally France is a source of style for me always. We also are inspired by the colours and textures in the Mediterranean area, even last year we did a photoshoot of our new linen designs in Santorini which was a highlight for me!
NOMADSofORIGIN: What are your favourite home décor designers?
Lauren: I would like to say I adore Sarah Ellison, who is a friend of mine and also has designed some incredible furniture collections. If you have not seen her work you must check her out immediately!
Photography: Aura House
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NOMADSofORIGIN is an independent annual publication with a focus on sustainable travelling and global cultural values. Each issue features interviews, engaging articles and photo guides, which take our nomadic readers through different destinations and introduce them to local people's perspectives.
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