How Four Leaves Is Pioneering A Supercool Socially Conscious Lifestyle Brand

Four Leaves | © RUBEN VAN NIMWEGEN

Coming out of the Netherlands, Four Leaves is one of the most interesting sustainable and socially conscious lifestyle brands I’ve come across in a while. And when I found out that the company gives back to good causes in Sri Lanka, I had to interview the founder, the charismatic and determined Shiran Gort.

“Four Leaves started out as a bed linen and towel brand. Rooted in textiles and fashion I wanted to add more consciousness and experience to the home linen industry, as I strongly believe that daily routines like a good night rest and that me-time moment in the shower, go way beyond thread counts and weights per square centimeter. Don’t get me wrong, quality matters and we love fabrics, but the same goes for design, sustainability and social impact,” shared Gort.

“My vision for the company is trifold: first of all, we are developing Four Leaves into a full fledge ‘lifestyle brand’ with its own distinctive look & feel. Following this brand objective, we are extending our assortment too; think scented candles, room sprays, but also bathrobes, lounge wear and furniture, with bed linen and towels as a strong and steady core. In both ambitions, we have recently made massive steps, that should find its way to the market in 2022.”

“The third pillar are the donations: Sri Lanka has been a great start for a very personal reason: I was born in a convent on the island and adopted as a baby by Dutch parents. Like myself, I would like Four Leaves to mature in the years to come: our social component should outgrow Sri Lanka and Four Leaves should support children in their sleeping and bathing routines and education, also outside my country of birth. Wherever in the world actually; whether on the streets in Rio de Janeiro, in the refugee camps in Turkey or Greece and even closer to home with the recent events in Ukraine.”

Shiran Gort, founder of Four Leaves | © RUBEN VAN NIMWEGEN

Gort shared how Sri Lanka has not only been a core part of his journey but also an inspiration for the brand. “Sri Lanka has an enormous cultural heritage that is not always done justice to. Raised in The Netherlands I might also know just the top of the iceberg, but I’m exploring this treasure chest every day. Our name, core values and branding are directly derived from the national flag of Sri Lanka. On the flag the four Bodhi leaves stand for the four abodes of Buddhism, which we interpreted into our four company values: Excel with Friends, Empower Children, Respect our Globe and Care about Product. The four leaves are also visible as branding on our products, sometimes subtly embroidered or in jacquard, in other cases more ‘in your face’ as a statement.”

“For Four Leaves specifically, the works of Sri Lankan architect Geoffrey Bawa play an important role. Not just in inspiring the look & feel of the brand and in our communication, but also in our products and the overall approach from a company perspective: contemporary design - we love the clean lines with the organic touches - and the respect for and integration of natural resources.”

Gort shared what it was like to go on his first journey to give back to the kids of Sri Lanka. “That first journey was an emotional one. We created the sleeping bags and the towels in close collaboration with the Children’s Homes, so we knew we were giving them something they really needed. That moment we found out that there was much more to it than just the products though. During that first donation trip I realized that my personal story also mattered. That it was actually an important part of the ‘never stop dreaming’ message we tried to convey. It was giving the kids, often born in similar circumstances as myself, a perspective.”

“Business-wise it was a motivating journey as well, as the donation trip completed the circle: we created the brand, we sold the products and then made the children happy. This is what I wanted to do more of! This was what Four Leaves is about.”

Bed linen @Nine IJff

Bath towels @Nine IJff

Candles @Sietske van t Hooft

He shared some of the ways Four Leaves is innovating in the socially conscious bedding space. “I believe it’s the authenticity and our overall approach - the sum of things - what’s innovating about Four Leaves. In fabrics and colors - where we mix our knowledge of the technical side with our experience from fashion. In design details - with the embroidered four leaves on the pillows, hidden messages and attention for workmanship, also on the inside of the products. In sustainability - it’s often a struggle mixing the good with the high-end, but we embrace that struggle. And in the communication - we focus on what those daily routines are actually for. Sleep is important for instance, but making you wake up fresh and energized, ready to create beautiful things the next day, is what we aim for. And the social factor, for those who really care - you enjoy your shower ritual, but you also have given a child his or her own towel, which is crazy important for hygienic reasons.”

Chess set @Liselore Chevalier

Donation @Bo van Veen

Visit to Sri Lanka @Bo van Veen

“Also, as mentioned before, as a lifestyle brand Four Leaves exceeds that ‘bedding space’ and I believe we can go anywhere in that living space. Last November we successfully launched a handmade chess set for example, depicting the Festival of the Tooth in Kandy, the ancient capital of Sri Lanka. And for every chess set sold, we donate a year of school to children that need it. A few months ago, on another donation trip with my team, it was lovely handing out these backpacks, stationary and vouchers for shoes, socks and uniforms and seeing the reactions of the children.”

Finally, he shared his plans for the US market. “After Germany, The Netherlands and Belgium we just opened the French and UK market. Next up, aiming for 2023, is the US. We really believe we need a solid partner though, one that has the same core values and ambitions as our company, but also knows the market and wants to shake it up a bit. From previous experience I have learned that the US is not to be considered a country but a continent, with commercial, logistic, and financial challenges alike. And my big dream would be opening a handful of stores in the main cities in the US. I believe that would boost the online business and support the consciousness and experience Four Leaves stands for as a brand.”