Cover Sojao founders on weaving a sustainable future, one bed sheet at a time (Photo: Sojao)
Sojao founders on weaving a sustainable future, one bed sheet at a time (Photo: Sojao)
1 / 1
This local brand is disrupting the luxury bedding industry, creating pieces that are inclusive, ethical and sustainable
We all know the importance of quality sleep and while many factors contribute to this, one of the most important is having good bedding—after all, no one wants to fall asleep to uncomfortable sheets. From the material to the colour scheme, finding the right bedding set can be a struggle for many, including Sojao co-founder Priscilla Tan.
While Tan was renovating her room in 2012, she embarked on a journey to purchase her first set of bedsheets and found plenty of choices in the department store bedding section. However, she couldn’t find a sustainable brand that she could relate to, nor adequate information that would help with her purchasing decisions. “Driven by this realisation, I embarked on a mission to create a brand that prioritised sustainability, quality and transparency,” she explains.
Read more: 5 ways to create a luxurious bedroom that promotes uninterrupted sleep
Above Janice Tan and Priscilla Tan
Janice Tan and Priscilla Tan
1 / 1
Tan spent hours doing extensive research into sustainable materials and ethical manufacturing practices. She also spent countless hours learning about the textile industry, visiting suppliers and ensuring that every aspect of production met high ethical and environmental standards.
During this time, she also roped in her friend and co-founder Janice Tan. “When the idea of starting a bedding brand came about, I immediately thought of Janice, who I knew had a great creative eye and could value-add to the brand in a way that I couldn’t. We had a synergy that would be crucial in bringing our vision to life,” she says.
Starting the brand was tough, as they had both come from different industries—Priscilla was in the banking sector while Janice was in visual effects. “Not only did I have to learn about starting a business, I even had to pick up the smallest details of a bedsheet,” Janice says, adding how she had no knowledge of sheets as she had never purchased one. She continues: “I also had to reconcile the fact that I was from a low-income background selling luxury bed sheets even though I was initially sleeping on a tilam on the floor.”
Above Co-founders of Sojao Priscilla Tan and Janice Tan opened the brand’s first brick-and-mortar store in 2021
Co-founders of Sojao Priscilla Tan and Janice Tan opened the brand’s first brick-and-mortar store in 2021
1 / 1
A refreshing take on luxury
In 2018, the duo launched Sojao, an online organic luxury bedding brand that offers luxurious sheets made with organic cotton. Sojao, which translates to ‘go to sleep’ in Hindi, is a name which perfectly reflects the brand’s mission of helping others get a good night’s rest.
When it comes to bedding, the duo believe in doing good while “filling your home with the best”. Thus, they have been committed to making products with 100 per cent Global Organic Textile Standard (GOTS) certified organic cotton. “GOTS-certified organic cotton makes a big difference for sustainability by focusing on environmental responsibility throughout the entire production process, from seed to finished product,” Janice explains. Various environmental benefits come with using this cotton, including reduced chemical use, water conservation and using non-GMO (genetically modified organism) seeds.
Their commitment to using GOTS-certified organic cotton came after realising that the terms “organic” and “sustainable” in the retail scene were being “strewn about without any backing”. Janice adds: “There were cases of greenwashing and we want to build a brand based on trust and transparency.” The duo also believe that the GOTS certification puts a consumer’s mind at ease as they would know that they would be supporting organic cotton that has been truly grown without pesticides; fair and ethically paid workers; and no use of toxic fabric finishes. “Our products touch our skin on a daily basis and that’s so important,” she muses.
In 2021 while in the height of the pandemic, the duo made a bold decision to transition from an online store to a physical one. “We foresaw that consumers would crave physical interactions and experiences after a year of limitations,” Priscilla explains, sharing that they aimed to reconnect with their customers through face-to-face interactions. Their flagship store in Joo Chiat is warm and inviting, offering a wide variety of the brand’s products. Here, customers also have the opportunity to see and feel the brand’s pieces before purchasing.
When it comes to working together, Janice share how they had to work to find common ground during disagreements, due to their “completely different working styles”. However, their mutual values of doing good with their brand always align them with each other. The importance of camaraderie amongst the team is something which Janice learnt while working in her first job with a post-production video company. There, she learnt about the essence of good teamwork which she applies to her current team today.
Sojao is constantly expanding—on top of constantly introducing new colourways for its bedding sets, the brand has also expanded its product offerings to include loungewear and bath towels. Their store also stocks various local brands including Hush Candles, Tanchen Studio and Good Goods Ceramics. The brand has just opened its second store in the latest creative cluster New Bahru and is also focusing on expanding into Thailand and other neighbouring countries.
On top of the duo’s unwavering commitment to sustainability and quality products, both Janice and Priscilla are constantly putting their heart, soul and personality into the brand—something that’s sure to keep us coming back for more.
Topics
Amanda Goh was the former senior writer for Tatler Singapore.
