That’s a great question! Pillows have historically been treated as durable goods when, in today’s materials, they really aren’t. (This will be a thread) https://twitter.com/jeda121/status/1338134101405040642

Down pillows are easy enough to refresh. You can wash them. You can stuff them with more down if you need to. But the down industry is cruel, and down wreaks havoc on allergies. (Dust mites love their protein, and lots of us have dust mite allergies.)

Now we’ve got pillows made of all sorts of materials - memory foam, latex, gel, polyester fibers, whatever they’re doing over at Purple...

Even when pillows started being made of different (non-refreshable) materials, the expectation of durability persisted. To be fair, it’s not the materials themselves that won’t last forever. Left alone, they will outlast any of us.

Inside pillows, though, these materials are getting beaten up. We lay our big heads on them, sweat on them, toss and turn on them. They start to clump up, they aren’t as supportive as they used to be, and then your pillow isn’t as effective as when you bought it.

Now, some companies will tell you to wash your pillow to get it back to new, and for some materials, that’s a good idea. Memory foam is NOT one of those materials. Imagine trying to launder a sack of 100 sponges in your washer and dryer.

Plus, heat + foam is a BAD IDEA. You’re supposed to let foam air dry. So now you’ve got a sopping wet pillow that you’ve got to get dry between pulling it out of the washing machine and going to bed that night? I don’t know about you, but I don’t have time for the pillow Olympics

The thing is, memory foam is one of the best materials for pillows. It’s supportive but malleable. It’s firm but breathable. So what do you do when your memory foam pillow has passed its prime? You go buy a new one.

Talk about another level of hell. Pillow shopping, to be frank, is a pain in the ass. You’re either at a department store or a mattress place laying your head where god knows how many others have laid theirs before.....

OR you’re doing that weird, plastic-covered pillow groping thing in the middle of the aisle at Target or IKEA. And the groping session doesn’t matter, because when you get home, you’re going to hate that pillow. You always do.

You may ask, why can’t I just keep buying the same pillow from the same place every few years? Oh, my sweet summer child. The pillow you once loved hasn’t been sold in at least 6 months. Most companies change their pillow models ALL THE TIME.

And there’s a reason - if consumers still believe (incorrectly) that pillows are durable goods, how do you get them to buy new ones? You have to lure them in with something new! Something shiny! Give ‘em the ol’ razzle dazzle.

So you’re back to shopping for another pillow again. And you just recovered from the last time you went through this terrible experience of plastic pillow groping and disappointment after disappointment.

WHERE WILL THIS VICIOUS CYCLE END?????

With a pillow subscription, that’s where! No more gross, old pillows. No more aisle-fondling. No more vicious cycle. PLUS no more pillows in landfills! We are the ONLY company to offer a recycling program for their pillows.

Now why can’t other pillow companies offer this option, too? Well, they’ve been busy talking about how their pillows will last FOREVER. It would be pretty hard for them to pivot away from that. So here we are. Standing alone in a sea of competitors.

It will be a long road to get consumer behavior to adapt to our subscription model, but fortunately, we’ve got a lot of amazing customers who get it. And THAT is my very long answer to a great question.