Hello my Bindoongs(subscriber nickname), Cho Subin here
Thanks to you guys my channel has grown
and I get to have some special experiences
and this time I've had the chance to sleep on the best bed of all time
Thank you
So this is my house
and I've had the chance to install bed 2000t
A trademark model of
[Hästens global steadyseller, 2000t] Swedish bed brand Hästens, right in my bedroom
and I've slept on it for a week now
The premium line of this brand goes way over $100,000
so it's not an approachable brand
You can try it out at the store, but to actually sleep on it?
I've never had the chance
But thanks to your love and support
I'm being pampered like a princess
Love you all, Bindoongs~
I wondered what it would be like to sleep on Hästens
So I slept on this bed for a few days now
And long story short,
the sleep quality is very different, unique from the typical bed
that I've slept on in the past
We normally think of a hotel bed as a nice bed
which is described as being soft like you're on a cloud
That was the highest tier of sleep experience for me
But this bed,
it fits your body like a glove
not like memory foam which feels bouncy
but it's so crisp
because it fits your figure but still allows for air to flow
Mornings feeling fresh and crisp
Before I tried the bed, it felt more luxurious
like a bed for kinds and queens
But instead after sleeping in this bed for about 8 hours
I felt like a kid, running through the woods, stretching out on the grass, a little sweaty
and when I got up, I could feel the fresh breeze
So it felt more like going back to the good old days of innocent childhood
It's commonly known as an expensive bed
but there's so much more to this bed than its price
I understand why people don't even think twice
after trying this bed once
you just fall in love with it, no questions asked
JoSubin TV Education · Economy · Culture · People
Scandinavian furniture is quite popular in Korea for its unique taste
and one of the reasons why
is that it's made in small workshops by craftsmen
As nights are long and cold nights in northern Europe
I mentioned in my last video that if you want to experience the essence of Scandinavian furniture
that a bed is a good choice
Hästens, with over 170 years of history
[Business Originating in the Small Village of Köping, Sweden] The business originated in the small village of Köping in Sweden
allowing it to fully preserve its heritage
170 years! That is that long time
It was during the Joseon Dynasty in Korea
It was a time even before light bulbs and automobiles
[Continued Hästens Legacy Over 6 Generations] Over these long years, Hästens has been crafting beds through six generations
During my research, I found a fascinating commonality
among deeply rooted luxury brands
Is that many prestigious brands derived from the equestrian industry
such as Gucci and Hermès, have been passed down through generations
specializing in high-end saddles and equine-related items
In Europe, equestrian was considered only for the VVIPs
The royalty and nobility would have showcased their accessories while riding horses
The craftsmen who created these items
could held a monopoly on immense wealth
What happened next?
With the advent of the industrial revolution,
[Emergence of Automobiles - Decline of the Equestrian Industry] the equestrian industry was replaced by automobiles
leading to a significant decline in the population of people who enjoyed horseback riding
Many horse-related brands faced a decline, but among them,
those that adapted and succeeded
continue to be beloved brands till now
Some brands shifted their focus to making bags,
while others turned to clothing
Hästens, in particular, redirected its focus to beds
Originally, Hästens was a family that supplied the Swedish royal family
with premium horse saddles
Horse saddles need to be soft and plush
otherwise, it can be uncomfortable for the rider
The material used to fill them was horsehair
Horsehair is a fascinating material
like braiding hair
It is woven, steamed at high pressure and temperature, and sterilized
Similar to perming hair, the horsehair becomes curly
Because of its thickness, it gains elasticity
Hästens utilizes this elasticity in horsehair, incorporating it into luxury beds instead of traditional springs
When I slept here, I mentioned I felt a rustling sensation,
like sleeping on a grassy field
That's because it's filled with horsehair
When you touch it, compared to a typical mattress topper that feels a bit firmer,
this folds just like a blanket
To give you a metaphor based on common experiences, like cotton blankets,
you know how we can fold however we want with cotton blankets
Yes, this is different compare to cotton blankets but
it rustles with a more flexible fold
and when I press it down there's a subtle elasticity
The horsehair serves as micro-springs,
adjusting perfectly to any sleeping position I take
What I found interesting is that even when sleeping with a partner, like a spouse, it seems like it would work well
I slept with my kids, and usually when they tossed and turned next to you
it's hard to fall asleep
But no matter how much the person next to me tosses and turns, I couldn't feel a thing
A mattress that prevents any disturbance
It has elasticity but it feels soft and cozy
Like floating on a cloud and it doesn't feel like it's supporting me with hard surfaces
but rather in a soft surface
Like a straw, with an inner hollow part, horsehair has good breathability
Since air circulation occurs inside, sweat doesn't accumulate
and the probability of microbial growth is low
making it the best among natural materials
On top of that, it is enveloped in wool
The reason for liking wool is that it is warm yet cool
They say during sleep, a person can sweat 0.5 to 1.5 liters
So if we use a bed for a long time, it can feel damp
However, with the breathability of the mattress from the horsehair
[Maintaining a comfortable environment and improving the quality of sleep!] The wool can whisk away the sweat once more
JoSubin TV Education · Economy · Culture · People
I believe that the conditions for a beloved brand include a long history
is also an unwavering dedication to its field
Hästens, in particular, demonstrates an endless obsession with sleep
As I mentioned before, every time I slept in this bed
it felt like I woke up in nature
And Hästens beds are actually composed of natural materials
Even a small amount of chemical components
can slightly elevate body temperature during sleep
They eliminate anything that disturbs sleep even the slightest bit
What I felt while sleeping in this bed is that
I experienced a quieter sensation
And really inside of the mattress is
Flax = linen Linen wraps around the inside of the mattress
Eliminating static electricity and reducing noise
By the way, this is a side note
When my husband and I were dating
he said that I resembled linen
Linen Subin~♥
Linen is soft
but tough!
What does that mean?
Various natural materials such as linen, wool, horsehair, and cotton
provide a warm, plush, ice cream-like texture to the sleep quality
Although it may not be very visible on the surface and is only slightly noticeable on the legs,
the frame is crafted from Swedish pine
that has been growing for over 120 years
In Korea, when we think of pine trees, they are often crooked and relatively small
However, in the Nordic region, there are many long and sturdy pine trees
The frame is exclusively made from this type of pine
This is why, when we use a bed for a long time, we might hear creaking sounds
or experience a sensation of instability,
such as sinking feeling
However, due to the insistence on using Swedish pine that has grown for over 120 years,
Sinking in isn’t a rare symptom of Hästens beds
it’s just nonexistent!
It comes with a 25-year warranty!
Wow! It's hard to imagine using the same bed for 25 years
Let me try jumping on it
Bounce Bounce
You can jump as much as you want
The frame is sturdy and the mattress is comfy
The oldest Hästens bed in existence
which was made in 1907
is being used to this day
Usually, you could pass down furniture
but never think about passing down beds
But as I mentioned the materials like horsehair are germ-resistant
so you can pass them down for generations
So it makes you question if Hästens are that expensive
It’s considered as luxurious in Korea
something reserved for a select few
but in Sweden, it is common for middle-class people to use
Hästens beds over generations
I’ve struggled with insomnia for a long time
and I have back issues as well
But I’ve realized that my back doesn’t hurt and I don’t feel hot
I’m a little bit of a clean freak as well
so I'm always worried that my bed is full of germs
but Hästens solved all my problems
Anything troubling your sleep?
Leave it to me!
JoSubin TV Education · Economics · Culture · People
I could sleep forever~♥
If there’s a downside to Hästens beds
it’s that I want to fall asleep on them nonstop
One of the reasons that is quite noticeable about this brand
is the blue checkered pattern
Do you know what the Swedish flag looks like?
Even if some don’t know the flag
there's a saying that they all know this blue pattern
The blue checkered pattern is an iconic part of Hästens beds
So why blue?
Back in the day in Europe, the color trend was pretty dark and gloomy
like murky oranges or deep greens
those were in fashion
but Hästens wanted a bit of hope in the bedroom
In addition to blue check, there are 16 other colors
95% of the consumers chose the blue checkered pattern
It’s not cheap you know
I saw an interview
and one of the biggest regrets of Hästens owners
1. Not buying the blue checkered pattern
2. And not buying it earlier
And this really touched my heart
This blue checkered pattern isn't just for the looks
This design was born in respect to the craftsmen
The blue checkered pattern first appeared in 1987
At Hästens, the craftsmen use a large needle, as long as 30cm
with a single thread penetrating the entire mattress
It used to be just sewing before, but with this pattern
The vertex of each square became the stithcing point
Which drastically reduced the time the craftsmen took for sewing
And now it also allowed this perfect precision
So this owner figure
The CEO doesn't just nag at the craftsmen for the production
They actually considered how to facilitate the production process for them
And thought about how better the customer experience could be
And this blue checkered pattern was born from that
It really reminds me how a luxury isn't born out of nowhere
Sometimes we see such persistence, almost a stubbornness
For example, do we really need things hand-sewn nowadays?
They say we do
Because, especially for a bed, there are these corners
On which even the best machine in the market would make mistakes
So the most precise way is for the craftsmen to sew it on one by one
So the brand philosophy they go by is that 'no machine is more precise than a person'
JoSubin TV Education · Economy · Culture · People
Preparing for this video, it was less of researching about a brand
But more of thinking about the secrets behind being the world's best
We say, those who can do master small things can also master big things
Meaning, however small the matter may look like
we always hear that we need to do our best
And this is something I've learned along the way as well
This persistence to make the ordinary un-ordinary
is the secret to creating the best
Before one gets to try Hästens, when they hear the price
It's that expensive? That's crazy!
I'm sure many people think this way
However, we think about Apple when we say smartphones
And we associate the perfectionism of Steve Jobs with Apple
Likewise, Hästens is also those who obsess over the perfect sleep
Obsess with the quality 'Obsession with good sleep'
With that, this brand became the irreplaceable beauty for all
In fact, nowadays many brands focus on the cutting-edge materials and techniques
And I agree that they are great for your sleeping experience
However, how do you get rid of every single thing that interrupts with the sleep?
This obsession over the materials
The respect towards the craftsmen
The pride in their heritage
The moment I lie down on a Hästens bedding
I just want to fall asleep!
I thought about my experience of sleeping on this
It really fills my soul
It's such a sentimental brand
Even for me, having worked in one field for more than 20 years
I feel a lot of thing nowadays
Without love, nothing can last long
When I started working in this field
It was very important for me to stand out and to be successful
But having worked in a field for a long time
Those who watch my videos like my Bindoongs
Without the love from them
I wonder if I could have made it this far
If what I do make people I like
feel loved
(If my stories convey love!) And how great would it be if I could make something more meaningful
is something I think about
As I watched the interviews of Jan Ryde, the 5th generation owner of Hästens many times
I got to learn something
What make Hästens special
is that it contains love in it
Love for sleep, love for employees
And love for consumers
And if we expand it globally
I think it's love for people who slept well in their bed
and are off to their workplaces which is basically like a war zone
to find meaningfulness in that environment
Maybe that is the love they wish for
Rather than remaining the most expensive bed
I want Hästens to remain the most respected and loved brand
Even though it was just for a few days, sleeping in Hästens 2000T
made me felt recharged
And I think that is the love they are talking about
I think the feeling that many people felt
sleeping on Hästens for 170 years was also love
Dear Bindoongs, I sincerely thank you for giving me such a great experience
I love you, Bindoongs♥
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