May 9, 2017
SLEEP IS A PRE-EXISTING CONDITION; New Sleep Products Company Offers Better Sleep While Crusading Against Business + Political Injustice on Kickstarter
New Delhi, IN—May 9, 2017
Indigo, a new sleep products company, wants you to sleep better; and Donald Trump and the right-wing, a little less so. Indigo is an ecommerce brand with a radically different mattress design that begins shipping in June, and just posted a Kickstarter last week.
Indigo, a new sleep products company, wants you to sleep better; and Donald Trump and the right-wing, a little less so. Indigo is an ecommerce brand with a radically different mattress design that begins shipping in June, and just launched a Kickstarter campaign last week. Indigo envisions a better world through conscious commerce.
Indigo Sleep was founded by tech and startup veterans Gene DeRose and David Funk, with seed funding from a Democratic-leaning private investment group that was motivated as much by the startup’s values and activist commitment as by a conviction that the traditional mattress industry is in for a lot more disruption.
Buying a new mattress at a retail store is confusing, exhausting and expensive. Traditional mattresses are overpriced, wasteful and potentially hazardous to your health. The industry is dominated by players who seek to maximize profit through planned obsolescence and a commission-driven sales model.
Indigo has designed their Comfort Always® mattress around a set of exclusive patents. “The mattress design is modular and enables enhancement rather than replacement,” said COO David Funk. “That means Indigo’s products won’t clog landfills after the 6-year lifespan typical to most mattresses. With Indigo, you can pop the cover off and reach inside of the mattress to adjust your comfort ‘feel’ to your specification—softer, firmer, cooler: you choose.”
Getting inside also enables easy rotation or replacement of the crucial comfort layer when it wears out, delivering a “like-new” feel when needed at a fraction of the cost of buying a new mattress—and protecting the planet in the process.
“We’re launching a new mattress company so you can sleep better, while @realdonaldtrump and the Alt Right tosses and turns,” said CEO Gene DeRose. “Money talks and consumers have infinite choices in today’s world. We wanted to start a company that offers an amazing product—better than anything in the marketplace—and one that’s aligned with progressive values.”
The unique design of Indigo’s product is grounded in intensive research and supported by several patents around how to create a better mattress that matches consumer values and is friendlier to the environment.
Indigo’s radically different approach to beds is based on:
A refreshable comfort layer: “Like having a new bed all the time”
Customization, for sleeping partners on opposite sides of the soft/firm divide: “Like two beds for the price of one”
A commitment to clean ingredients: Indigo products contain no dirty chemistry.
Activism: Indigo is a company that’s transparent about production and committed to its values—which extend beyond the production of their superior mattresses.
For every mattress sold, Indigo will donate $50 to Planned Parenthood, the ACLU, Coalition to Stop Gun Violence, or the Southern Poverty Law Center. Indigo believes it’s time for companies to take a stand.
“These are important causes and not as far removed from our business as you’d think. A pro-business political environment does not have to be anti-consumer,” said DeRose. “But that’s exactly what is transpiring in the current climate: Threats to civil liberties, deregulation, and lowering of environmental standards translate directly into an invitation for companies—especially large entrenched ones—to maximize profits with disregard for their own customers. Bad executive behavior and a take-no-prisoners corporate culture become inevitable. It’s all connected.”
Check out Indigo’s Kickstarter and join us on a mission to make bedding, corporations, and Washington more accountable: https://www.kickstarter.com/projects/1051646910/indigo-radical-mattress-radical-comfort-radical-co?token=cb5d2705
About Indigo Sleep
Indigo Sleep is a sleep solutions company that makes superior mattresses, more comfortable for the consumer and with an approach that is friendlier for the environment. Indigo’s modular design allows sleepers to adjust the experience and replace worn-out parts without trashing a whole mattress. Transparency is key to Indigo’s ethos, and its integrity is apparent in every aspect of its work, from selection of materials to company activism. The brand seeks to make people healthier and happier through better sleep, and is grounded in principles that are advantageous to sleepers and to the planet. Indigo Sleep: Superior comfort, better choices, healthier living.
Code Morris for Indigo Sleep