One of the best things about having a photo studio is that so many inspiring brands come to shoot. For me, there is nothing better than meeting other creatives and exchanging awesome ideas with each other. Yumeko is one such brand for me: because this ethical home brand believes that dreams can change the world. With a mission to improve the world of sleepers, the brand convinces that sleeping better not only gives beautiful dreams, but also energy to make them a reality.
Yumeko's dreamy journey to sustainability
Now Yumeko was recently in The Loft and The Playground to shoot their new lookbook, and of course I had to share these amazing images with you. I think the minimalist look of The Loft and the dreamy atmosphere of The Playground perfectly match the brand's vibe and mission. In case you are not yet familiar with Yumeko: here you will find the softest bed and bath linen, made of the finest materials and with the highest possible consideration for the environment, people and animals.
Yumeko's origins go back to 2010, when its founders, Rob van den Dool and Stephan Zeijlemaker, wanted to realise their dream of an ethical brand. They wanted not only to offer high-quality products, but also to start a movement of 'clean sleepers' to show that sustainable business models are viable and consumers can actually make a difference.
Striving for ethics in the cotton chain
Yumeko is making a statement about the problems in the cotton industry, where less than 1% of global cotton is organic. Significant amounts of poison are also used. The particular brand points out that only 0.1% of global cotton is Fairtrade, while millions of children work in cotton production. Yumeko calls for a wake-up call, wanting to prove that things can be different. They distinguish themselves by making products in transparent, ethical chains that contribute to positive change.
The range, including bed linen, duvets, pillows, bath textiles and mattresses, is manufactured in the most sustainable and ethically responsible way. The focus here is on natural materials of the highest quality, carefully selected production chains and collaboration with artisans. The commitment to sustainability goes hand in hand with the rejection of fast fashion, and Yumeko constantly strives to expand its range with new fabrics, weaves and innovations for recycling and reuse. This always focuses on the pursuit of sustainability, while maintaining the comfort and softness Yumeko is known for.
The name Yumeko, a fusion of the words Yume and Ko, means 'dream child' or 'dream girl' in Japanese. This name reflects Yumeko's dream of becoming a global movement spreading the dream of sustainability and ethics. Yumeko, with its focus on sustainability and quality, hopes not only to provide better sleep experiences, but also to have a positive impact on the world around us.
Against the New York City-inspired interior from The Loft and the Miami holiday feel of The Playground, Yumeko's designs come off insanely well. Crispy sheets, the softest fabrics and muted colour palettes predominate in the dreamy lookbook. You immediately want everything! The bath textiles in earthy tones also breathe instant tranquillity, and look very nice with the minimal chic vibe from our photo studios. Get inspired by the beautiful images in this blog, and for the entire range (if you want it) go to the Yumeko website. Do you also have a cool brand with a special message? If so, I invite you to visit our photo studio discover: who knows, maybe you too will soon be shooting your latest lookbook here.
Maartje Mastboom
Britt Vehof
Julia Duker
Peggy Janssen
Marlies Does
Djolien De Kreij
