The startup behind these sheets wants to fix how guys treat their beds

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ParachuteAs part of an ongoing series, each week Insider Picks features a product or store that’s poised for big things. The subject of this week's spotlight is a direct-to-consumer home essentials brand called Parachute.

Everyone should own a set of bed sheets they'd be comfortable showing off if they had company over to their home. It's a sign of maturity that conveys you're living in an adult space now, not a dorm room.

You spend about a third of your life in bed, too, which is all the more reason to cough up the money for something as essential to your home as sheets. 

If you decide to skip the trip to the mall and go the direct-to-consumer route, which is traditionally more cost-efficient for companies and consumers alike, there are some great options to consider — Parachute is one of them.

Parachute sells great-looking, no-fuss, luxury bedding at a reasonable price. To give you an idea, it's queen-sized Venice sheet sets retail for $299 (for percale and sateen) and $399 (for linen) and include a duvet cover, a fitted sheet, and two pillowcases. That's a considerable amount less than industry standards like Frette, which markup sheets by as much as 220%, according to The Wall Street Journal. 

"You might also be surprised to learn that half of Parachute’s customers are male" founder and CEO Ariel Kaye told Business Insider. This can probably be attributed to Parachute's "minimal style and natural color palette, which appeals to both men and women." 

ParachuteThe neutral sheets complement a variety of design aesthetics; they're also amazingly comfortable — this is going to be the most important factor for the majority of shoppers.

Since not everyone is knowledgeable about the vagaries of fabrics, though, we asked Kaye to break down the differences among the brand's percale, sateen, and linen sheets, and who they'd be most suited to:

• Our percale is cool and crisp to the touch — we often compare it to the perfect white button down shirt. This fabric goes through a stonewashed process which gives it a soft texture and a more casual appearance. Percale is also very breathable, making it appropriate for hot sleepers, and it will get softer with continued use. Many brands use synthetic finishes to expedite this process, but this is something we have chosen to avoid.
• Our sateen is extremely soft and smooth. We call it a matte sateen since it doesn't have the overly shiny appearance typically associated with the fabric. It's lustrous, elegant, and the more luxurious of our fabrics. Sateen is also naturally more wrinkle resistant.
• Our linen is a natural fiber made from the flax plant and is a stronger and more durable alternative to cotton. The fabric is garment dyed and washed to relax the fibers, resulting in a softened fabric which becomes more supple with each wash. Light and airy, linen is perfect for balmy climates and those seeking a classic, casual appearance.

ParachuteIf your bed sheets could stand to be upgraded (and they probably can), have a look at Parachute. Your living space should complement the thoroughly grown-up achievements of your daily life, and this brand is a good value all around.

For those who'd like something quick, easy, and all-encompassing, go with one of the Venice bedding sets. For those who'd prefer to customize their sleep experience, check out Parachute's separates section, which lets create your own set piece by piece. All told, neither option should put too big of a dent in your wallet. 

Parachute's bedding is available for twin, twin XL, full, queen, king, and California king-sized mattresses.