“High thread count” is the bedding industry's “low-fat” label: a meaningless number that tricks you into paying more for something with no real benefit.

The Thread Count Conspiracy

1. The Math Deception: Brands twist thread count by using multi-ply yarns (e.g., 250 two-ply threads = “500 thread count”). No regard for cotton quality or weave density. It's accounting fraud for sheets.
2. The Performance Degradation: Higher thread counts mean stiffer, less breathable fabric, because tight weaves trap heat. Have you ever slept on “1000-thread-count” sheets? It will feel like a plastic wrap.
3. Sustainability Goes Out the Window: Chasing higher thread counts incentivizes shorter, weaker cotton fibers, which essentially results in pilling, shrinkage, and landfill fodder.

The Smarter Alternative is Fiber Intelligence, which is why the TENCEL™ Lyocell outperforms higher thread count on every performance metric. 

We Measure Luxury at Mile To Midnight by 

1. Airflow: TENCEL™'s open fiber structure breathes like lungs, not a suffocating high-count weave.
2. Friction Coefficient: Lab-tested 0.08 friction coefficient vs. cotton's 0.27 = no more morning creases or hair damage.
3. Closed-Loop Integrity: 99.8% solvent reuse + 50% less water than cotton. Thread count can't quantify ethics.

Thread count distracts from what actually affects your sleep:

• Fiber intelligence (how molecules manage heat/moisture)
• Weave integrity (balanced drape)
• Ethical accountability (water use and biodegradability)

“We don't print thread counts on our tags because we'd rather earn your trust through morning-after results: cooler skin, untangled hair, and the quiet confidence that comes from real science.” 

Join the thread count rebellion: Experience Fiber-First Luxury