We've been keeping this one folded, and it feels so good to finally say it out loud: Paradisefold is officially in Selfridges Oxford Street!
From 25th August 2026, our silk Folds, Pillowcases and Clouds are sitting on the shelves of THE Selfridges. Yes, that Selfridges. The yellow bags, the iconic windows, the Oxford Street institution that has helped shape British fashion and retail for generations. It’s the kind of store you walk past a hundred times, dreaming about seeing your favourite brands inside, and the kind of milestone every small British brand secretly hopes to reach one day. And now, somehow, we're here.
This is so much more than another stockist announcement. It’s a huge, slightly surreal, pinch-us moment for Paradisefold. We started this brand with a simple belief that a good night's sleep and a great hair day shouldn't be complicated or unsustainable, and never in our wildest dreams did we imagine that our silk Folds, Pillowcases and Clouds would one day be sitting inside one of the world's most iconic department stores. From our little corner of the internet to Selfridges Oxford Street, we're still pinching ourselves, and we couldn't be more proud.
We wanted to take a moment to talk about what this actually means, not just for us, but for everyone who's worn a Fold to bed, gifted a Pillowcase to someone they love, or found their way to us through a friend's recommendation.
Why Selfridges, and why now
We started Paradisefold with a simple belief: that the things you sleep in should be made with the same care as the things you wear out. Every piece we make is handcrafted in our London studio, cut from Grade 6A, 19 momme mulberry silk, and finished by hand by people who actually live in this city. It was never going to scale the way a factory-made brand scales. It was always going to be slower, smaller, and more deliberate.
That's exactly why Selfridges makes sense. It's a store built on discovery, on giving space to brands that do one thing properly rather than everything averagely. Being chosen to sit alongside the labels we've admired for years is the kind of validation that's hard to put into words. It tells us that handmade, small batch, carbon positive silk still has a place at the very top of British retail.
What you'll find in-store
Walk into Selfridges Oxford Street from the 25th of August and you'll find our full in-store edit, including:
- Our signature silk Folds, the piece that started it all
- Our silk Pillowcases, the one dermatologists keep recommending
- Our silk Clouds, for anyone chasing genuinely restful, uninterrupted sleep
Every piece will carry exactly what it carries online: our free lifetime care and repair service, and the same story of a London studio that measures its carbon footprint every year and invests in removing more than it makes.
A moment we're sharing with you
This launch isn't really about a store. It's about everyone who backed a small brand before it had a reason to be backed. Every Insider who left a review, every person who gifted a Fold to a friend, every early customer who took a chance on a company they'd never heard of, you're the reason we're here.
If you're in London, we'd love for you to come and see it in person. There's something different about holding real silk in your hands, feeling the weight of it, seeing the stitching up close. Photos never quite do it justice.
And if London isn't on the cards right now, everything you'll find in-store is already waiting for you online, made by the same hands, in the same studio, with the same care.
Here's to the next chapter. We're so glad you're part of it.
Paradisefold is the UK's first carbon positive silk care brand, handmade in London and worn by women who've decided their sleep deserves the same attention as everything else.
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