Threaded was started by two women founders looking to create the kind of ethical, beautiful bedding they desired for their own homes. In India, they were inspired by women and employers working to open new opportunities for themselves and their communities.

Modern consumers needed to experience these same stories (and emotions) for the brand to thrive. The strategy centered upon transparency: connecting consumers to the brand’s purpose—creating sanctuaries with soul—from which the narrative was intimately woven.