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When shopping for bedsheets, you’ve probably noticed that many brands tout their thread count as a key selling point. For many consumers, it’s become an accepted belief that higher thread count means better quality, but the reality isn’t so simple. Let’s take a closer look at what thread count is, how it’s calculated, and why the race for ever-higher thread counts has led to deceptive practices in the market.
What is Thread Count?
Thread count refers to the number of threads woven into one square inch of fabric, including both the horizontal (weft) and vertical (warp) threads. A 300-thread-count fabric, for example, has 150 threads running vertically and 150 running horizontally in a single square inch. In theory, a higher thread count means a denser fabric, which is often marketed as softer, smoother, and more luxurious.
How is Thread Count Calculated?
Traditionally, thread count is calculated by counting the total number of threads in a 1-inch by 1-inch square of fabric. However, some manufacturers use a practice called multi-ply threads to inflate their thread counts. Instead of a single thread, they twist two or three thinner yarns together, allowing them to double or triple the count without necessarily improving the sheet’s quality.
This is why a high thread count is not always an indicator of superior sheets. In fact, multi-ply threads can make a fabric feel bulkier and less breathable, negating the softness and durability benefits typically associated with higher thread counts.
The Thread Count War: A Dark Side of the Bedding Industry
As consumers became more fixated on the idea that a higher thread count equals better quality, brands began competing to push their thread counts higher and higher. This led to what can be called the "thread count war," with manufacturers finding creative—sometimes dishonest—ways to inflate their numbers. The use of multi-ply threads is just one of the tricks employed, but some manufacturers have gone even further.
Misleading Thread Count Calculations
Some brands started using their own methods of calculating thread count by counting the threads in a 10 cm x 10 cm square instead of the standard 1-inch x 1-inch square. This allows them to advertise much higher thread counts than what the product truly has. For example, a sheet with a thread count of 200 may be advertised as 500 or more using these deceptive practices.
Other dishonest manufacturers have simply lied about their thread count figures altogether, printing inflated numbers on packaging to make their products seem more luxurious than they really are.
How to Avoid Being Scammed ???
Unless you’re an expert in fabrics or bedding industries, It can be tricky for consumers to distinguish between genuine quality and inflated claims, especially with so many new brands entering the market and advertising high thread counts at bargain prices. But ask yourself: if these new players can offer "premium" sheets at such a low price, why aren’t the well-established brands doing the same? The truth is, established brands have built their reputations over decades and simply cannot afford to deceive consumers. Their focus is on maintaining their brand integrity, which means being transparent about their products.
When you buy from trusted names like Jean Perry, Akemi, Louis Casa, Novelle (Just to name a few) you can feel confident that what’s advertised is what you’re getting. A 1000-thread-count sheet from these brands means 1000 threads per square inch. No tricks, no inflated numbers.
Smaller, lesser-known brands, on the other hand, can afford to play fast and loose with their numbers. If they get caught deceiving consumers, they can simply rebrand and re-enter the market under a new name. Established brands, by contrast, rely on honesty and consistency to uphold their reputations, which is why buying from trusted companies ensures you get exactly what’s promised on the label.