SFERRA Linen’s – “Pillow Talk” Interview with Designer Vicente Wolfe (Video)

Entry #569, June 27, 2011

Back in March of 2010, I featured SFERRA linens on Stagetecture, and showed you the Losecount site, and how to tell what type of thread count is perfect for your bed. Today, I’m happy to show Ronda Carman & Designer Vicente Wolfe SFERRA Linen’s interview from their “Pillow Talk” series. Take a look at this video, the interview, and the history of how SFERRA linens came to be a great icon and symbol of superiority in bed linens today.

Vicente Wolf’s simplicity-driven design aesthetic and deep passion for quality make him a perfect person to meet in a SFERRA bed! We’re so happy he took the time to sit down with Ronda to talk about what inspires him about bedding and linens. Vicente had some great thoughts to share, and even told us a story about the Duchess of Windsor that might have some of us re-thinking how to do our laundry.
To learn more from Vicente about his impeccable tastes take a peek at his video here.

Video – SFERRA Linen – Ronda Carman & Designer Vicente Wolfe

Interview Questions:

We were so intrigued we had to follow up with Vicente later for a few more choice tidbits:

SFERRA:

You were very specific about what you liked in sheet sets, but mentioned
you liked to mix and match.  How do you choose which sets to pair together?

Vicente:

I like the Ying and Yang, so for sheets I like to mix and match something
very detailed or embroidered with something very simple but always with a flange.

SFERRA:

The palazzo you mentioned renting sounded just incredible – did it inspire
any new growth in your design sensibility?

Vicente:

I like to take the essence of the past and interpret for today’s lifestyle.
From the bedroom in Venice I took away a new appreciation for damask, which was
upholstered on all the walls of the room.

SFERRA:

Your story about the Duchess of Windsor’s fastidiousness regarding her
bedding really raised the bar for us in terms of luxury! Any other over-the-top
stories like this that would further blow our minds?

Vicente:

I don’t really know have anything that tops that, but do find it interesting
how often certain people like their beds changed. For myself if it’s summer and I
have linen I like to have them changed every day compared to cotton, which I have
changed every other day.

The fascinating history of SFERRA Linens:

The story of SFERRA, purveyors of fine Italian-made lace, began 120 years ago in 1891 under the company’s founder and namesake, Gennaro Sferra. Gennaro left Italy for the United States at the turn-of-the-century in hopes of attracting a market for his intricate Venetian lace cuffs and collars. He found his clientele in the well-heeled guests who frequented the grand seaside resorts that once dotted the East Coast from Maine to Palm Beach.

Gennaro continued his regular travels up and down the coast, selling his exquisite goods before expanding production in 1905. Recognizing a growing demand for delicate hand embroideries, Gennaro opened the Sferra Factory at 5007 San Severo, located in the shadow of the Rialto Bridge in Venice. Twice a year Gennaro would return to his homeland by steamer, creating new collections of the most luxurious linen, embroidery and handmade lace for his burgeoning affluent American customer base. Finally, in 1912 Gennaro moved his company and his family to the United States.

A generation later Gennaro’s two sons Enrico and Albert expanded their father’s collection to include the most luxurious European linens of the day—Ireland’s renowned double damask, France’s refined Alençon Laces, and the beautiful embroideries from Belgium and Switzerland. For those in the know, SFERRA became a household name.

One of Enrico’s sailings found him on the Andrea Doria on July 25, 1956. The ship collided with the MS Stockholm when it approached the coast of Nantucket bound for New York City.  It is one of history’s most infamous maritime disasters. Mr. Sferra survived, but lost all of the lace he was bringing to the US. The trunks of SFERRA linens still rest on the floor of the Atlantic.

SFERRA changed hands in 1977 when Paul Hooker purchased the company from the Sferra family. After working and learning under the tutelage of Albert Sferra for a year Paul then took over the company’s reins. In a few short years, he had developed a passion for the technical aspects of textile production, and continues to expand his knowledge and expertise to this day.

When Hooker purchased the business from in 1977, there was no bedding in the collection.  In 1978, he began importing a very special percale from Belgium, which, ironically, was the start of the Thread Count counting craze.  The Belgian mill had created a percale that was 330 threads per square inch. And from that day Thread Count “counting” was born, much to the chagrin of Hooker.

Under Hooker’s stewardship and the tremendous staff that he assembled over the years, SFERRA has experienced explosive sales growth, and secured its rightful position as an innovative leader in the luxury linens industry.