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About us
Story of our family
Genuin started as a family business, at the end of 2021. Once with the pandemic period, when the reality of current life brought to surface both needs and fears, the idea of this business came to us, on the wind of change. The idea of creating something together, as a family.
At the same time, we welcomed a new member of our family, Lara, who guided us to linen, because of the allergies she developed in her first months of life.
We were so excited with the idea, that we shared it with our parents and because life is just a web of threads, things connected. Firstly, my father gave us as a present, a sleeping gown made form linen and hemp, old of more than 70 years, that both him and I used to wear as a child. Afterwards, our brothers in law found the napkins from one of their grandmothers, napkins made of linen and hemp, that can still be used.
We based our model on Cristina’s and Nicolae’s knowledge of textiles, that goes back to 2006 and we added the sales, marketing and business development know how of myself and Lucian.
We fell in love with the idea of having a family business and the first thing we wanted to do was to bring value to our close community (Brasov) and to the bigger community of our country.
That is why, to be sustainable from the start was the main business idea, in close connection to nature and loving people.
Love linen,
Oana
Our values
Care
We strongly believe that without care and attention to the products we make and the people for whom we make them, our brand would not be the same. We care about you and the planet.
Courage
We walk in confidence in areas unknown for us, we explore new products, rich textures, in order to offer something different for Romania. A culture of beauty in clean textiles.
Family
We grow and we develop as long as we can take care of our family. That is why what we produce brings prosperity to your family as well.
Responsibility
We choose our products so that we sleep well at night. Because we know that dyes do not go in rivers, people who work for them are paid correctly and are adults, that the fibre is natural for real. So you can sleep well.
Saving our origins
We go back to our roots, of living slower, paced and with care that the materials we use do not pollute, do not dysregulated our hormones and take care of our skin.
Connect with nature
The most important value that we incorporate is that we let nature guide us in our products and innovation. Being perfect in its imperfection.
Why Linen?
Multiple signs lead us to choosing linen. Lara’s allergies guided us to natural and hypoallergenic products, Cristina and Nicolae’s knowledge about textile that pass the test of time, as well as the need to bring nature’s benefits in homes, to reconnect. We started our searches in the entire Europe – suppliers of stonewashed linen, certified, with a controlled production process. After 7 long months of pandemic, we found them in Spain and France and we later expanded to Italy and Latvia.
We tested the material for 4 months in all possible ways, fascinated by its qualities: its breathability, its softness, its diverse colour palette and the capacity of resisting multiple washes and looking the same. We fell in love with the flax fibers – 3 times stronger than cotton – that allow it to keep us warm in winter and cold during summer. And last, but not least, of its sutainability and the fact that nothing its lost in its production.
Why Linen
Natural material
Cultivating a natural material brings a lot of benefits to the environment, as no fungicides, pesticides or toxicides are used in agriculture.
Breathable
Naturally hypoallergenic and antistatic, thus it does not attract dust or animal hair.
Wash resistant
Washed at 30-40 degrees, linen stays with you for many years. Using washing products that are delicate, like products for wool and kids, the flax fibre is alive for more time.
Good for all seasons
Linen is thermoregulator, keep a warm temperature during winter season and a colder one during summer season.
Biofilic Design
Stuck in our apartments that are much to geometrical, we live an illusion of separation from nature and even of superiority. Connection with nature, built throughout our long history and development as a species, cannot be lost. We need nature as we need breathing, while the connection with it, is the road to a better mental and physical health.
Biofilic design searches element of nature that can be integrated in interior design. From natural materials like wood, stone, linen, wool to patterns of nature, forms from nature, ways of using natural light or plants. These elements, integrated in interior design, are tested methods that have been proved to reduce daily stress, stabilize heart rate, improve the generale health and circadian rythm.
As a family behind a brand, we want to bring as much nature as possible to people’s homes, to promote biofilic design and natural materials that were really consciously fashioned from nature.
It is true that people’s perception is mainly based on the fact that natural materials are harder to maintain and more expensive, reason for which choices that people make are fast, in order not to keep busy.
It is also true, however, that there are health costs associated to artificial materials, costs that we shouldn’t pay while designing a space that supports us.
For more details about our biofilic design research here.
Certifications
