Starch Living stands apart for its uncompromising blend of heritage, craftsmanship, quality, and intentional design:

1. Woven in Italy, crafted in Johannesburg:
This isn’t just a slogan, it’s a supply chain philosophy. Your textiles are woven in the finest mills in Italy, where craftsmanship and fibre innovation are generations deep. But the story continues in Johannesburg, where every piece is thoughtfully tailored, finished, and curated under your own roof. This blend of global excellence and local mastery is rare.

2. Thread-to-product control:
Starch Living owns its entire process — from fabric sourcing to final delivery. This allows for:

• Rigorous quality control
• Shorter lead times
• True bespoke capability (colours, sizing, monogramming, and special requests)

No compromises.

This is not white-labeled or imported wholesale. This is direct, traceable, and authentic manufacturing — for clients who care about the details.

3. Curated collections:
You don’t overwhelm customers with choice, you curate with discernment. Each product is selected for its:

• Longevity
• Usefulness
• Design integrity
• Quiet beauty

We guide our clients : Interior designers, architects, and hotel buyers — toward what works, what lasts, and what feels beautiful every day. This isn’t trend-chasing, this is timeless living.

4. Fabric excellence:
Many brands talk about softness. We deliver it. Our clients feel the difference immediately — from our sateen and percale, to our linen and terry towelling, to our wool and mohair throws. Our fabrics don’t just look beautiful, they feel exquisite against the skin.

5. Trade & bespoke focus:
We offer a true hospitality and trade service. That includes:

• Customised sizing for hotel beds and yachts
• Colour matching and fabric swatching
• Monogramming
• Concierge-style consultations (virtual or in-person)
• Small-run capability with big-picture professionalism

Few brands balance this level of flexibility and luxury at scale.

6. Ethical, sustainable, local:
While others greenwash, we quietly:

• Work with European-certified, traceable mills
• Use natural fibres, never synthetics
• Employ and upskill South African artisans in our own studio
• Offer products that are designed to last, not landfill

This is luxury with a conscience — and your clients respect that.

7. Personal storytelling:
Our brand is deeply personal. Starch Living isn’t faceless or corporate, it’s the life’s work of someone who is fabric-obsessed, who wakes up dreaming of weave weights and hemstitching. That emotional sincerity cuts through noise. It makes people lean in.

Everything that we do is considered and has been considered.

Woven in Italy:
The heart of our textiles begins in Italy’s most prestigious mills, where generations of craftsmanship meet innovation.

Here, we source:

• Finest quality yarns — including long-staple cotton, pure linen, silk blends, and superfine wool
• Fabrics woven with precision on state-of-the-art and heritage looms
• Textiles finished using low-impact dyes and artisanal processes for subtle depth and character

This step ensures exceptional fibre integrity, hand-feel, and technical excellence — the foundation of true luxury.

Crafted in Johannesburg:
From there, our fabrics are sent to our own atelier in Johannesburg, South Africa — the soul of our brand.

Here, every piece is:

• Expertly cut, sewn, and finished by hand
• Tailored with details such as French seams, monogramming, and custom piping
• Produced in small batches or made-to-order, ensuring quality over quantity

This is where the magic happens — European refinement meets African artistry, all under one roof, with full control from thread to finished product.

The Result?

A supply chain that’s transparent, ethical, and traceable — delivering products that are:

• Luxurious, but practical
• Considered, not overproduced
• Designed to be lived in beautifully, for years

Only the finest natural fibres — chosen for beauty, performance, and longevity.Each material is selected for its unique qualities and its ability to elevate everyday rituals into moments of quiet luxury.

1. Linen
• Source: Flax grown and woven in Italy
• Why we use it: Breathable, absorbent, thermoregulating
• Feel: Crisp at first, softens beautifully over time
• Use: Bedlinen, table linens, robes, soft furnishings

2. Cotton
• Source: Long-staple cotton fibres from certified European suppliers
• Why we use it: Durable, natural, and gentle on the skin
• Weaves: Percale (cool and crisp), Sateen (smooth and lustrous)
• Use: Bedlinen, robes, towels, cushions

3. Silk & Silk Blends
• Why we use it: Lightweight, elegant, naturally hypoallergenic
• Blends: Often paired with linen or cotton for durability and subtle sheen
• Use: Luxury bedding, custom finishing details, cushion covers

4. Wool & Merino Wool
• Source: Pure virgin wool, Woolmark certified
• Why we use it: Soft, insulating, and moisture-regulating
• Feel: Warm yet breathable
• Use: Throws, blankets, seasonal accessories

5. Mohair
• Source: Kid mohair from angora goats
• Why we use it: Light, silky, and luxuriously soft with natural luster
• Use: Premium throws, winter-weight accessories
• Note: Always dry clean to preserve the integrity of the fibre

6. Terry Towelling (Cotton)
• Source: Italian-milled, double-looped cotton
• Why we use it: Highly absorbent, plush, spa-quality softness
• Use: Bath towels, hand towels, robes
• Feel: Sublimely soft with structured density

7. Linen-Cotton Blends
• Why we use it: Combines linen’s breathability with cotton’s softness and strength
• Use: Durable yet elegant table linens, bedding, and casual pieces

Materials we avoid: No synthetic fibres, polyester, or over-processed treatments.

Because we don’t cut corners — we craft corners, with precision, passion, and the finest materials in the world.

Here’s what sets us apart:

1. Woven in Italy, not mass-produced

Our fabrics are woven in Italy’s most prestigious mills, where textile expertise is generational. These mills prioritise fibre quality, hand-feel, and environmental integrity.

High street brands? Often mass-produced with low-cost blends, finished quickly, and designed to hit price points — not quality marks.

2. Long-staple Egyptian cotton — The gold standard

We use only long-staple, certified Egyptian cotton — revered for its:

• Exceptional softness and smoothness
• Long-term durability
• Ability to wash beautifully and get softer over time

Cheap cotton can feel decent at first — but it pills, breaks down, and lacks breathability. Ours gets better with every sleep.

3. Generous sizing. No cutting corners.

Unlike mass-market bedding, our sizing is tailored to real mattresses and inners — not dictated by how many pieces can be squeezed from a roll of fabric.

• Our flat and fitted sheets are cut generously, allowing for deeper mattresses and proper tuck-in
• Our duvet covers and inners are properly aligned so they fill out completely — no shifting, no gaps
• Custom sizing is always available for yachts, villas, extra-long beds, or European dimensions

You won’t need to wrestle with your fitted sheet or settle for “close enough.” We make to fit — perfectly.

4. You’ll feel the difference immediately

There’s a drape, a weight, and a natural softness that wraps around the body.
Our bedlinen breathes with you, regulates temperature, and elevates sleep from routine to ritual.

This is not just “nice bedding” — it’s the kind that makes you sigh when you get in.

5. Thoughtful, small-batch craftsmanship

Each piece is:

• Cut and sewn in our Johannesburg studio by skilled hands
• Finished with French seams, mitered corners, and refined detailing
• Offered in bespoke colourways, finishes, and monograms on request

This is not pulled from a stock shelf. It’s made for you — thoughtfully and intentionally.

6. Designed to last years, not months

We don’t do seasonal gimmicks. We do timeless quality, built to withstand daily use, frequent laundering, and long-term enjoyment.

Luxury is not just how it feels — it’s how long it stays feeling that way.

1. Zero synthetic fibres
Starch Living uses only natural fibres — such as linen, cotton, silk, wool, mohair, and natural blends. These are:
• Biodegradable
• Responsibly sourced from certified Italian mills
• Free from polyester, nylon, acrylic, or blended synthetics. This dramatically reduces plastic pollution and microfiber shedding into waterways.

2.  Offcut repurposing
Fabric offcuts from production are not discarded. Instead, they are reused for:
• Scent sachets in fabric remnants
• Swatch packs for client sampling
• A6 thank-you cards or fabric bookmarks
• Sewing kits and repair envelopes in your packaging experience. This is waste turned into value — and it enhances your storytelling.

3. Small-batch, on-demand production
Unlike mass-produced retailers, we:
• Produce limited, edited quantities
• Make to order or in highly controlled runs
• Reduce dead stock and overproduction

This avoids the environmental impact of warehouse waste and unsold product burn-offs.

4. Local production in Johannesburg
By manufacturing locally, we:
• Reduce global shipping and freight emissions
• Support and upskill South African artisans
• Maintain tighter control over water use, fabric waste, and energy efficiency

A vertically integrated supply chain with real accountability.

5. Natural, gentle dyeing techniques
Our Italian partners use:
• Low-impact and reactive dyes
• Water-efficient processes that recycle where possible
• Small-batch dyeing to avoid chemical overuse→ Colour irregularities are celebrated as part of the garment’s natural beauty — not hidden or treated as faults.

6. Packaging with purpose
Our packaging ethos is quiet, elegant, and low-impact:
• Minimal plastic use
• Recyclable or reusable inserts
• Optional QR code care guides to reduce printed instruction leaflets
• Fabric pouches or wraps from cutting-room remnants→ Packaging that aligns with the product’s values, not just its aesthetic.

7. Long-life product ethos
We encourage clients to buy once, and buy well. This is reinforced by:
• Washcare guides to extend garment life
• Durable construction: French seams, high-quality thread, reinforced hems
• Fabric choices that get better with age (e.g., linen softens, wool maintains structure)
→ Longevity is your sustainability. It keeps textiles out of landfills.

8. No Overprocessing, no overfinishing
We avoid unnecessary chemical treatments. No artificial wrinkle-free coatings, plasticised softeners, or gloss finishes. Instead:
• We let the natural fibres breathe and evolve
• Embrace the look of washed linen and lived-in sateen→ This keeps both the product and planet clean.

Starch Living weaves traditional artisanal processes into its products with deep respect for craft, heritage, and human touch. This is not factory production — it’s slow, considered textile artistry, elevated by modern refinement.

1. Italian weaving, generational know-how

The journey begins in Italy’s most respected mills, where time-honoured techniques meet the finest raw materials. These mills:
• Use traditional looms with custom warp and weft settings
• Honour historic finishing methods like stonewashing, brushing, and calendaring
• Work with small dye batches to produce rich, layered colour stories

The result is fabric with life, texture, and soul — not flat, overprocessed cloth.

2. Johannesburg Atelier – Where Hands Make the Difference

In your Johannesburg studio, fabric becomes product through:
• Hand-cut patterns tailored for accuracy and drape
• Delicate stitching and French seams for durability and elegance
• Monogramming and embroidery, done with intention
• Custom hemming, piping, and detailing — finished by artisans who care

Our team isn’t anonymous. They are skilled craftspeople, many with years of experience in fine linen making, taught in-house and nurtured with pride.

3. Small-Batch Production, Not Mass Output

Starch Living doesn’t chase mass production. Instead:
• Orders are made-to-order or in tight, seasonal runs
• We respond to client needs — not trends
• We preserve space for experimentation, fabric testing, and quality controls at every stage

This preserves the integrity of each piece — no shortcuts, no corner-cutting.

4. Heritage-inspired techniques, contemporary interpretation

Our design philosophy respects old-world techniques while elevating them with a modern eye:
• Garment-dyed finishes that produce subtle, tonal irregularities
• Washed textures that feel lived-in, not manufactured
• Linen pleats, mitered corners, herringbone trims — details that speak to tradition

This balance is rare: contemporary luxury that still feels hand-crafted.

5. Bespoke and custom – a return to true tailoring

Clients are not just customers — they’re collaborators. Whether it’s:
• Matching piping to paint colours
• Custom-sizing for yachts, boutique hotels, or unusual mattresses
• Personal monograms for family homes
• Or heirloom-quality gifting

Our work channels the spirit of the tailor — not the retailer.

6. Reverence for the fabric itself

Artisans at Starch Living treat fabric as a living medium, not just raw material. Every cut, fold, and seam is approached with:
• Patience
• Understanding of the fibre
• Hands that know how linen behaves, how sateen flows, how cotton holds its shape

That care can’t be automated — and Our clients feel it in every finished product.

Starch Living is for those who value:

• You want Italian-milled, expertly sewn linen, cotton, and terry towelling
• You care about what touches your skin every night
• You believe in buying once, buying well, and enjoying it for years

Not for you if:

• You prioritise price over performance
• You view bedlinen as a disposable item
• You’re not interested in craftsmanship, sourcing, or fabric quality

Yes, absolutely — we want you to.

If you're in Johannesburg, come by the studio — have a cup of tea, feel the fabric, and see what makes our product different. We love what we do, and we love showing it off. No pressure, just passion.

• Visit the Johannesburg studio: Book an appointment.

• Request swatches: Not local? We’ll gladly send you swatches so you can touch, see, and fall in love from wherever you are.

We want you to be 200% sure

We don’t chase volume or play the return game — our products are crafted to last, and our clients know that.

We believe in building a community of people who love quality, care about how things are made, and respect craftsmanship.

This might be a “bad” business model — we don’t do trends, and our products aren’t designed to be replaced often. But it’s a great model for people who want to buy once, buy well, and live beautifully.

• Returns Policy: No returns on linen due to hygiene. We ensure confidence before purchase.

Yes, this is our business.

Starch Living was built around delivering turnkey textile solutions for interior designers, architects, hoteliers, procurement teams, and private clients who want something just right.

 Trade, Hospitality, and Projects:

We offer a fully bespoke service, including:
• Custom sizes (for beds, mattresses, yachts, villas, boutique hotels)
• Custom colours and dye-to-match solutions
• Special finishes (piping, monogramming, hemming, embroidery)
• Fabric swatching and sampling
• Volume production and made-to-measure service for complex briefs
• Consultation and project management from concept to completion

We work hand-in-hand with you. Whether you’re designing 30 suites or sourcing for a one-off residential masterpiece, we’re your partner in the process.

Retail Clients (via our online store):

Our e-commerce site offers a curated edit of our best-selling luxury essentials — but even here, customisation is possible.

We welcome special requests for:
• Larger or non-standard bedding
• Gift monogramming
• Coordinated sets for wedding or home styling

If you don’t see what you need, ask us. If we can make it, we will.

Visit our bespoke page

A high-quality duvet inner, like the ones we offer at Starch Living, is designed to last 5 to 10 years — sometimes longer, depending on how it’s cared for.

• It’s lost its loft or plumpness and no longer feels warm or full
• You notice lumps, clumps, or cold patches in the fill
• The outer casing is worn, frayed, or thinning
• It’s developed a permanent odour, even after airing
• You’re waking up chilly or with disrupted sleep

• Use a duvet cover at all times — this protects the inner from sweat, dust, and body oils
• Air it out monthly in sunlight or fresh air to keep it fresh and dry
• Shake and fluff regularly to redistribute fill and maintain volume
• Spot clean when needed or professionally clean once a year (especially for natural feather or down options)

On average, you should replace your sleeping pillow every 1 to 2 years — but the exact timing depends on the quality of the pillow, how it's cared for, and how you sleep.

Why It Matters:

Over time, pillows:

• Lose their support and loft, affecting neck and spine alignment
• Absorb moisture, skin oils, and dust, even with protectors
• Harbour dust mites and allergens, which can impact sleep quality

Even the best pillow can't last forever — and a tired pillow means tired sleep.

Signs It’s Time to Replace:

• You’re waking up with neck pain or stiffness
• The pillow feels flat, lumpy, or uneven
• You find yourself folding or bunching the pillow to get comfortable
• It doesn't spring back when you fold it in half
• You notice increased sneezing or allergies

How to Extend the Life of Your Pillow:

• Always use a pillow protector (washable, breathable, zippered)
• Fluff daily to redistribute fill and maintain loft
• Air it out regularly in sunlight or fresh air
• Wash according to fill (we recommend professional cleaning for down or feather)

Our pillows are crafted with premium fill and breathable casing, designed to offer lasting support and comfort. But like all essentials, they deserve refreshing from time to time.

Trust your body — if your pillow no longer supports you, it’s time.

Because you’re investing in quality — and quality deserves protection.

A well-made mattress and pillow can last years. A protector ensures they stay fresh, hygienic, and performing at their best, night after night.

Here’s Why It Matters:

1. Hygiene & Health
• Your body sheds sweat, oils, skin cells, and hair while you sleep
• These soak into your pillow and mattress over time
• A protector acts as a barrier, keeping your sleeping surface clean and reducing allergens, dust mites, and bacteria

2. Prolongs the Life of Your Bedding
• Protectors prevent staining, yellowing, and odour buildup
• They reduce wear and tear on delicate pillow and mattress fabrics
• This means your investment in luxury bedding lasts longer

3. Easier to Clean
• Most protectors are machine washable — much easier than washing a full pillow or airing out a heavy mattress
• Clean protectors = a clean bed, without the drama

4. Maintains Structure & Performance
• Keeps pillows lofty and breathable
• Helps your mattress retain its resilience and support
• Adds a layer of comfort and temperature control

The Starch Living difference:

We offer protectors that are:
• Naturally breathable (no plasticky, sweaty layers)
• Soft and silent — no crinkly noise or discomfort
• Tailored to fit our bedding perfectly
• Machine washable, durable, and discreet

Think of a protector as an insurance policy for your sleep — quiet, invisible, and essential.

The golden rule for scatter cushion inners

Always order an inner that is 5cm larger than your cushion cover.

Why? Because this simple rule transforms a cushion from looking limp and under-filled… to looking plump, tailored, and luxurious.

Here’s why it matters:

1. Full Corners
Cushion covers naturally have a little depth and seam allowance. If the inner is the exact same size, the corners collapse and look baggy.

Going up 5cm ensures the inner fills out all four corners with structure and presence.

2. A plush, high-end look
The slightly larger inner creates a gentle overstuffed effect — the hallmark of luxury styling. It makes the cushion stand proud, instead of sagging or folding in.

3. Better shape over time
A firmer, fuller cushion maintains its shape through daily use, propping, fluffing, and leaning.

A loose inner will flatten fast — especially in linen or relaxed cotton covers.

4. Tailored fit for natural fabrics
Natural fibres like linen and cotton relax over time. A snug inner compensates for this, keeping your cushion looking sculpted and intentional.

Quick guide:

Cushion cover size & recommended inner Size

Cover size: 50 × 50 cm → 55 × 55 cm inner

Cover size: 60 × 60 cm → 65 × 65 cm inner

Cover size: 40 × 60 cm → 45 × 65 cm inner

At Starch Living, all our inners are sized with this rule in mind, so you don’t need to second-guess. Every cushion will arrive ready to style with that perfect plumpness.

• Wash at 40°: This is the sweet spot for cleanliness and fibre protection. Washing above 60° is not recommended unless otherwise advised.
• Separate Colours: Always wash whites, lights, and darks separately to avoid colour transfer.
• Avoid Fabric Softeners: Our fibres are naturally soft. Softeners can coat the fabric, reducing absorbency and altering the texture.
• Use a Gentle Detergent: Choose a detergent suited to your textile’s colour. Avoid bleach unless specifically advised for white cottons.
• Stain Removal: Pre-treat with a mild stain remover. Apply gently without rubbing. For dark colours, always test on an unseen area first.

• Line dry when possible: Shake and gently stretch garments while damp, then hang without folding. This maintains the shape and reduces creasing.
• Tumble dry (Optional): A short, low-heat tumble dry softens fibres. However, frequent use may reduce fibre strength over time.
• Avoid overdrying: Especially with linen and natural fibres, overdrying can make fibres brittle.

• Iron while still slightly damp or use steam.
• High heat is safe for most natural fibres (cotton, linen).
• For sateen or delicate finishes, use medium heat with steam for best results.

Linen / Linen-Cotton

• Wash separately for the first few cycles to prevent lint transfer.
• Softens over time with use and washing.
• Store folded, not hung, to avoid stretching at pressure points.

Cotton / Percale / Sateen

• Turn inside out before washing to protect surface finish.
• Sateen benefits from low-tumble drying to maintain smoothness.

Wool / Mohair / Cashmere

• Dry Clean Only. Natural oils and delicate fibres are best preserved through professional care.

Colour + Finish

Your item may feature a unique, artisanal dye or finishing process. Any tonal variations or “washed” effects are intentional and part of the fabric’s natural beauty — not imperfections.

Recommended Fibres:
• Linen
• Linen-Cotton Blends
• Percale Cotton

Why:
• Linen naturally wicks away moisture and dries quickly, even in humid air
• Percale cotton is tightly woven and crisp — ideal for staying cool and fresh
• Natural fibres breathe better than synthetics, reducing that sticky, clinging feeling

Care Advice:
• Avoid closed storage: Always store linen and cotton in well-ventilated spaces
• Dry thoroughly after washing — avoid folding damp items
• Use tumble dryers carefully in wet weather — low heat, short cycles only
• Air your bedding regularly to prevent trapped humidity and mildew

Recommended Fibres:
• Pure linen – the gold standard for breathability
• Lightweight cotton – like voile, batiste, or soft washed percale
• Silk blends – breathable with a cooling hand-feel

Why:
• Linen’s open weave and thermoregulating properties help regulate body temperature
• Cotton absorbs perspiration and remains light and soft
• Silk blends add elegance while staying cool to the touch

Care Advice:
• Wash at 40° to preserve fibre softness and breathability
• Avoid heavy fabric softeners, which coat and reduce absorbency
• Iron linen while still damp for the cleanest finish
• Layer light: pair a linen flat sheet with a cotton coverlet instead of a heavy duvet

At Starch Living, every order is made with intention, not mass-produced. We follow a made-to-order model to ensure the highest quality, tailored fit, and attention to every detail. While we keep a curated selection of fabric in stock, most items are cut, sewn, and finished just for you.

Lead times overview:
Bed linen – custom / high volume orders
→ 4–6 weeks, depending on production schedule

Bed linen – in stock / standard orders
→ Up to 10 working days

Duvet inners (stock or custom sizes)
→ ±5 working days

Mattress toppers
→ Certain sizes in stock; custom in ±7 days

Sleeping pillows
→ In stock or ±5 working days for large orders

Pillow & mattress protectors
→ In stock or ±5 working days

Scatter inners (standard or custom)
→ 3–4 working days

Bean bags (made to order)
→ 7–10 working days

Gusseted sofa seat inners
→ 7–10 working days

Important Notes

• Custom orders may require additional time, depending on quantity and finishing complexity.
• Our fabrics are imported from Italy — not sourced around the corner. Your order is curated, sewn, and finished exclusively for you.

All lead times are estimates, and may vary due to:

→ Supplier delays
→ Seasonal production volumes
→ Quality control procedures
→ Freight or logistics disruptions

We will keep you updated on your order status and notify you promptly of any significant changes. Your patience supports a slower, more intentional, and beautiful way of doing business.

Once your order is dispatched, you’ll receive a shipping confirmation email with your tracking number and a link to track your parcel in real time.

We work with reliable courier partners to ensure your delivery is handled with care and delivered to your door.

If your item is made to order, you’ll receive production updates and an estimated dispatch date once your order enters the sewing queue.

You are always welcome to contact us for a progress update — we’re here to assist.

If you haven’t received your tracking number within the expected lead time, please email us or the studio +27 11 262 4138. We’ll gladly check the status and update you personally.

Your order is not just a parcel — it’s a curated, handmade piece made just for you, and we’ll ensure it reaches you safely.