Like many of you, the snooze button and I have become acquaintances over the past few months. Slightly (read: extremely) slower starts and smaller to-do lists has me sneaking in that extra half hour in bed. More time to scroll and more time to leave messages read and un-replied - a habit of mine that I terribly regret - as I debate internally how socially acceptable I can stay in bed for.

With extra screentime means targeted ads aplenty and one brand seems hard to shift. I am talking about the Danish company TEKLA, who make bedding not only cool, but desirable to the point of me factoring it in under ‘essential future home purchases’. They also sell equally desirable towels, throws, bathrobes and even the bed frame to boot, however my heart is set on a duvet set for a future home all thanks to the Instagram.

Early 20s were spent saving to go out with friends, now my mid 20s are spent saving to put towards stonewashed cotton bedding made in Portugal. I’m not quite sure if this makes me sound like a more/less appealing suitor, I guess it depends whose reading this. Winter whites, ash blacks and sun bleached yellows. Yes, I’ll take them all. For the longest time when I think of bedding I think of weekend trips dragged around retail parks and factory shops with dimly lit aisles, but now persistent Instagram ads has me clambering for cloud-tier level comfiness at a price that’s also in the clouds.

A double duvet cover sans pillows and sheets is setting you back €199. Can I just do a try before you buy and by try I mean keep? If I ever get my hands on a TEKLA duvet set, I might be turning that half-hour snooze into an hour.jbicon