About Sheleep
Shleep is an Australian sleep wellness and luxury bedding brand specializing in premium sleep products made from ultra-fine Australian Merino wool. Founded with the goal of improving sleep quality through natural materials and sleep science, the company develops bedding, sleepwear, and wellness accessories designed to regulate body temperature, improve comfort, and support restorative sleep. [1]
History
Shleep was founded by Indi Maini, a former marketing executive, after her personal experience with chronic sleep deprivation and her discovery of the benefits of Australian Merino wool. Working alongside Australian fashion designer and wool expert Jonathan Ward, the company spent approximately two years developing its first product collection before officially launching as an online retailer.
The founders envisioned Shleep as more than a bedding company, positioning it as a holistic sleep wellness brand focused on improving people’s waking lives through better sleep. [2]
Mission
Shleep’s mission is to improve health and wellbeing by helping people achieve deeper, more restorative sleep using naturally high-performance materials.
The company emphasizes three core principles:
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Better sleep through natural fibres
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Science-backed sleep performance
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Sustainable and ethical product development
Its slogan, “Makers of the Best Mornings Ever,” reflects its philosophy that quality sleep directly influences health, productivity, and overall quality of life. [3]
Products
Shleep offers a range of luxury sleep products, including:
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Bed sheets
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Pillowcases
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Duvets
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Mattress toppers
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Pillows
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Sleepwear
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Socks
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Eye masks
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Hair accessories
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Baby sleep products
Most products are manufactured using 17.5-micron or finer Australian Merino wool, which the company describes as one of the softest grades of Merino available. [4]
Technology
Shleep Halo™
Shleep developed Shleep Halo™, its proprietary textile technology designed to maximize the natural performance of Merino wool.
According to the company, the fabric technology provides:
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Temperature regulation
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Moisture management
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Breathability
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Natural stretch
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Machine washability
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Reduced skin friction
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Enhanced softness
The technology is used across its bedding and sleepwear collections. [5]
Materials
The company’s products primarily use:
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Ultra-fine Australian Merino wool
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Woolmark-certified wool
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Natural fibres with minimal synthetic materials
Shleep states that Australian Merino wool is chosen for its ability to regulate body temperature, wick moisture, resist odors, and remain comfortable in both warm and cool environments. [6]
Sustainability
Shleep promotes environmentally conscious manufacturing practices by emphasizing:
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Renewable natural fibres
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Ethical Australian wool sourcing
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Durable long-lasting products
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Reduced washing requirements due to wool’s antibacterial and odor-resistant properties
The company is also a licensed user of the Woolmark certification, indicating compliance with recognized standards for wool quality and authenticity. [7]
Sleep Science
Shleep references independent research commissioned by The Woolmark Company suggesting that sleeping with fine Merino wool may:
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Help users fall asleep faster
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Increase deep sleep duration
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Reduce nighttime awakenings
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Improve thermal comfort during sleep
The brand positions these findings as the scientific foundation for its product design. [8]
Manufacturing
Shleep products are designed in Australia and manufactured in collaboration with specialist textile partners. The company sources its Merino wool from Australian sheep farms and works with experienced fabric manufacturers to produce its bedding collections. [9]
Brand Identity
The Shleep brand combines luxury bedding with wellness-oriented design.
Key brand characteristics include:
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Premium natural materials
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Australian craftsmanship
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Sleep performance
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Minimalist aesthetics
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Sustainable production
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Wellness-focused innovation
Its visual identity includes a half-moon inspired logo symbolizing the daily cycle of sleep and wakefulness. [10]
Recognition
Since its launch, Shleep has gained attention within the luxury bedding and wellness markets for its exclusive use of ultra-fine Australian Merino wool in sleep products. The brand has also been featured in industry publications discussing innovation in Australian wool and premium bedding. [11]
See Also
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Australian Merino wool
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Woolmark certification
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Sleep hygiene
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Luxury bedding
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Sustainable textiles
