I’ve long been a fan of Parachute. Their linen bedding is my go-to for those perfectly wrinkled, just the right amount of soft sheets. I love how easily you can mix and match their neutral color palette. Then Parachute launched a bath collection and I swooned over the super soft towels and comfy slippers. Their aesthetic is right in line with my love for the timeless and classic.

So I was crazy envious when Parachute opened their first physical stores in LA and then Portland. But finally, San Francisco’s time has come. Last week, Parachute opened a stunning new store in the heart of the Hayes Valley neighborhood and I’m thrilled to get to give you an exclusive tour.

Parachute has that pseudo-Scandi, elevated eclecticism down to a science. A mix of textures, a few gorgeous ceramics and of course, that gorgeous wrap around sofa, featuring Parachute’s new print bolster pillow, had me at hello. The light continues to spill through the bright and airy space, inviting you in to peruse through Parachute’s bedding, tabletop and bath collections.

I’m curious if I can convince Parachute to start selling the gorgeous custom shelving upon which their collection of quilts and duvet inserts rest. I would love a shelving unit like this in my dining room!

This console setup is major entryway goals.

Did you know that Parachute now offers their own line of nontoxic laundry detergents? I’m eager to try them.

But I’m really loving the Parachute fall tabletop collection. The linen napkins are in deeply saturated – that ocre hue is calling my name. I see my Christmas table coming on.

If you’re looking to beautify your guest room, treat your own bed to an upgrade, or are simply looking for a lovely holiday gift, I strongly suggest popping down to Hayes Valley! I’ve included my top Parachute picks below.

If you’re new to San Francisco or unfamiliar with the neighborhood, Parachute also has a tour of the area’s best gems on their blog. Be sure to check it out.

Welcome to San Francisco Parachute!

PARACHUTE HOME

445 Hayes Street
Open Mon-Sun: 11am-7pm daily

original photography for apartment 34 by bess friday photography

This post is in partnership with Parachute Home. All thoughts and opinions are 100% my own. Thanks for supporting partnerships that have kept apartment 34’s doors open.