At Pure Zone, every collection we create is part of a legacy—a story of sustainability, craftsmanship, and family heritage. With the launch of our new Plant-Dyed bedlinen collection, we’re celebrating a return to our roots. To explore this journey, we sat down with Peter and Lynne, Directors, who first founded Pure Zone's mission of eco-friendly bedding in the 1980s. Now together with their daughter, Lisa, Pure Zone has remained a family business dedicated to quality and sustainability, staying true to the principles Peter and Lynne instilled.
During our conversation, Peter shared the inspiration behind Pure Zone’s first plant-dyed collection, the innovations and challenges of launching in a world just starting to embrace natural products, and the commitment that has kept Pure Zone at the forefront of eco-conscious bedding. This new collection is more than just a launch—it’s a tribute to Pure Zone’s enduring family legacy and the sustainable practices that continue to define us today.
When Pure Zone launched its first Plant-Dyed bed linen collection in 1985, the aim was clear: to create sustainable, beautiful products that respect nature and enhance home environments. Today, with the launch of our new plant-dyed range, we’re proudly returning to these roots—honouring our heritage while embracing modern advances in eco-friendly practices.
(And now, the latest Plant Dyed Range including these Plant Dyed Organic Bamboo Silk Quilt Cover sets.)
Back in 1985, Pure Zone was a pioneer in the world of eco-conscious bedding. Partnering with a French company specialising in vegetable dyes, Pure Zone introduced its first plant-dyed bed linen collection, featuring four natural colours. Though colour fastness presented challenges, we offered customers bags of Lux soap flakes with each purchase, helping them care for their sheets without causing colour fading—something modern detergents struggled to prevent. This was our first step toward a sustainable, thoughtful product line that connected us with customers eager to try something new.
(Pure Zone from the archives.)
Plant dyeing in the 1980s was a more cottage-industry approach, with dyes that required gentle care and a special touch. As Peter Hoffman explains, “Today, the process has become more commercial, with better-developed dyes that can now be applied with the consistency and quality consumers expect.” While the dyeing techniques have evolved, our dedication to plant-based, non-toxic dyes remains unchanged. The new range combines these enhanced dyeing methods with Bamboo and Silk fabrics, chosen for their ability to absorb plant dyes effectively without fading.
(Pure Zone from the archives.)
Pure Zone’s unique approach caught international attention. When the first Plant-Dyed range was showcased at the New York Home Textile Fair, it captivated renowned names like Barney’s and Pottery Barn, who were intrigued by the innovative combination of natural materials and beautiful, muted hues. “We were well ahead of anybody else in the industry for plant-based linen options,” Peter recalls. Although adapting to American sizing and managing international logistics presented challenges, the response was overwhelmingly positive, establishing Pure Zone as a leader in sustainable luxury.
(Pure Zone from the archives.)
Another progressive aspect of our original collection was its plastic-free packaging. Each sheet set came in a fabric pouch—a detail that resonates today as Pure Zone continues its commitment to sustainability. As Peter notes, “Back to where we are now. Full circle.” In many ways, our latest plant-dyed collection embodies this return to our roots, embracing plastic-free practices with the same commitment as decades ago.
(And now.)
Feedback from customers shaped our new range, pushing us to deliver deeper, richer colours that maintain the natural essence of plant dyes while offering more vibrant hues.
As we looked to create a new plant-dyed collection that would honour Pure Zone’s legacy while meeting modern customer expectations, one of the biggest challenges was ensuring the dyes would hold their vibrancy over time. With traditional dyes, there are chemical processes that lock in colour, but with plant-based dyes, it’s a more delicate, natural bond. This is where the innovation of adding Silk into the blend became key.
Today, in the mid-2020s, Pure Zone’s vision remains as strong as ever. This latest collection connects our heritage with the evolving needs of today’s customers. As we continue to refine our Plant-Dyed products, we’re proud to offer something truly unique: a range that combines ancient dyeing techniques with innovative, eco-friendly materials, allowing our customers to choose bedding that reflects both heritage and a commitment to the environment.
From our family to yours, we invite you to be part of Pure Zone's journey. Explore our new plant-dyed bedlinen range and discover the timeless comfort that began over 30 years ago. Order a free fabric sample to experience the natural beauty firsthand. Or, dive into our latest collection and sleep soundly with the power of plants - shop the range here!
(All archived images throughout this article of Pure Zone are from various publications in the early 90’s.)
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