Portland-based interior designer Max Humphrey is reshaping the bedding business by treating sleep spaces as another opportunity for personal expression. His recently launched winter 2026 collection for HiEnd Accents’ Paseo Road brand emphasizes “made to be mixed, not matched,” featuring distinct patterns, textures, and colors.
Bedding used to be an afterthought in home design, dominated by white sheets and thread count marketing. The category began to shift in the mid-2010s when brands like Brooklinen and Parachute positioned bedding as a lifestyle choice. This trend accelerated during the pandemic, as people focused on redecorating their homes during lockdowns.
High-profile collaborations have signaled the category’s newfound status. Copenhagen-based brand Tekla has partnered with French fashion house Jacquemus and architect John Pawson. Luxury retailer Frette recently collaborated with designer Thom Browne during Milan Fashion Week.
Humphrey believes a bed should look collected rather than uniform. His philosophy involves bringing the same design thinking used in other rooms into the bedroom. He argues that a bed does not need to resemble a hotel room to look good.
The winter 2026 lineup includes a camping toile, oversized plaid, oak leaves, wide-wale corduroy, sweater knits, and folk florals. Humphrey notes that bedrooms are private spaces where themes can be explored without worrying about coordination with the rest of the house. A person can create a “national park lodge” atmosphere or an English country cottage setting using just bedding and pillows.
This approach challenges the traditional matching set model. By allowing for more eclectic arrangements, the collection encourages consumers to view the bedroom as a distinct design area.
Customization programs are also expanding the boundaries of the category. Earlier this year, Barrett Bergmann Home launched a program allowing designers to choose from over 400 fabrics. The initiative began with four interior designers who showcased the program’s versatility.
High Point Market has become a hub for these creative developments. Judith Leiber Couture, known for crystal-encrusted evening clutches, is launching a collaboration with luxury linen company Ann Gish. The project aims to bring the designer’s world of iconic design and artistry into the bedroom.
For retailers, the increased focus on design offers a way to position bedding as a purchase with both form and function. This shift gives consumers more reasons to invest in the details of their sleeping environments. Max Humphrey’s collection and similar collaborations are driving this change, providing consumers with more options to express their personal style in their bedrooms.
