Boll & Branch’s NYFW partnership with Prabal Gurung highlights the brand’s ability to bridge the gap between luxury home goods and high fashion.
Luxury bedding brand Boll & Branch has entered the fashion world with a groundbreaking debut at New York Fashion Week, collaborating with celebrated designer Prabal Gurung. Known for its commitment to sustainability, Boll & Branch’s signature Summit Supima fabric, made from 100 percent organic cotton, took center stage in Gurung’s Spring collection, marking the first time the company’s textiles have appeared on a runway. The collection culminated in a bold finale, where models dressed in white creations were showered with vibrant powders, a visual nod to Holi, the Hindu festival of colors.
This collaboration represents more than just fashion innovation — it highlights the shared cultural and ethical values between Boll & Branch and Gurung, both of whom have deep ties to South Asia. The cotton used in the show was woven in India, reflecting the brand’s long-standing partnerships with family-owned farms and producers in the region. Gurung, drawing on his Nepali heritage, used Boll & Branch’s materials to evoke a message of renewal and hope, which Holi traditionally represents. “Our show is a platform for us to visually communicate who we are and the world we want to live in,” said Gurung. “This season, we wanted to create a celebration and highlight the spirit of the Holi holiday.”
A fashion-forward shift for sustainable textiles
Boll & Branch’s foray into the fashion world aligns with its overarching mission to revolutionize the luxury textile industry. Launched in 2014, the brand has championed eco-conscious craftsmanship, working directly with farmers and factories that prioritize sustainability. Its Summit Supima fabric, featured in Gurung’s collection, has quickly become one of the company’s most iconic materials. The rare American-grown organic Supima cotton used accounts for less than 0.01 percent of the world’s cotton supply, and its production is carefully controlled to ensure a high-quality texture and drape.
The brand made waves earlier this year when Gurung selected the Summit Supima fabric for a custom dress worn by tennis star Maria Sharapova at the 2024 Met Gala. This runway partnership reinforces the fabric’s versatility and luxury appeal, cementing Boll & Branch as a leader in both home textiles and sustainable fashion.
Boll & Branch’s commitment to its customers extends beyond product quality. The brand consistently seeks to create immersive experiences for its clientele, blending luxury retail with hospitality. For the New York Fashion Week show, Boll & Branch invited one customer to attend alongside founder Missy Tannen, offering an insider’s view of the collaboration. The lucky attendee not only saw the designs firsthand but also had the opportunity to discuss the partnership with Tannen.
“Everything we do is in service to our customer,” said Tannen, founder and chief product officer of Boll & Branch. “Watching our fabrics on the runway, and sharing this moment with our team and customers, is such a special celebration of how far Boll & Branch has come.”
This event underscores the brand’s broader commitment to providing unparalleled experiences, which include one-on-one design consultations, home installation services, and other bespoke touchpoints that set it apart from traditional retail stores.
Since its inception, Boll & Branch has sought to challenge long-standing norms in the textile industry. The company built its business model around ethical sourcing and production, partnering directly with farmers in the developing world to ensure fair wages and sustainable practices. Unlike many of its competitors, the company eschews common marketing tactics like inflated thread counts, instead focusing on the quality of the fibers it uses.
“From day one, our mission has always been to surpass our customers’ wildest expectations, and our Summit Supima is just one example of this,” Tannen said. “For Prabal to find its quality worthy of not only the Met Gala, but also his Fashion Week show, really shows how impactful our work has been.”
With products crafted by artisans using only traceable, toxin-free materials, Boll & Branch has set a new standard in the bedding industry, a fact underscored by its growing celebrity clientele. Presidents, celebrities, and millions of Americans have embraced the company’s sheets, pillows, and duvet covers, making it one of the largest e-commerce-first luxury home brands in the world.
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