Glass towels in Apple Core, Ducks Egg, Claret and Porcelain, £32 each It’s not a giant leap from today’s conversation around Tekla’s new kitchen line, which is centred on sharing good food and company across a table. While finishing his degree, he started his career at Danish jeweller Sophie Bille Brahe – where he met Hedin in 2012 through Hedin’s sister, who was also working at the brand – before going on to launch a social app based on a Danish radio show that worked by inviting people to dinner parties at home. Juhl brings an of-the-moment knowledge of digital business and e-commerce, having studied luxury consumer economics. The Swede, who began his career at Acne, is a natural innovator who prefers to fly under the radar, eschewing courting a social media following in favour of building real-life relationships. Hedin has a stealthily solid track record with a Midas touch. The reticence didn’t last long: it turns out the co-founders knew just what we wanted before we did. ‘It didn’t make any sense that two young guys were going to work in this industry that had barely changed for 30 years. When we first launched Tekla and were out there knocking on doors, people thought we were crazy,’ says Juhl. Tekla is a little bit like that – when co-founders Charlie Hedin and Kristoffer Juhl began discussing luxurious, consciously made bed sheets with a credible design ethos back in 2016, it seemed a step too progressive.

Occasionally, although rarely these days, a brand will spark the touch paper of a white space you never realised existed, and explode.

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