72andSunny and sustainable baby brand Pixel Organics have teamed up to launch Nook Sleep System, a company dedicated to creating non-toxic, sustainable and well-designed sleeping products for infants. The cornerstone product of the Sleep System is the Pebble, billed as "the world's most considered" baby mattress.
On the practical level, the Pebble features a nano-level patented fabric that makes it resistant to wetness and soiling. All its materials are sustainable, from the eucalyptus outerwrap designed to wick away moisture and its organic wool fire barrier, to the natural latex core made from sustainable grown rubber trees. Unlike other organic infant mattresses, the Pebble's distinctive cobblestone-like surface is designed to optimize babies' breathing and comfort. Other products in the Nook line include pillows, blankets, sleep sacks and other crib accessories.
According to 72's John Boiler, the agency, also a shareholder in the company, came up with the mattress idea as part of its "Venture Creativity" initiative, a decision to focus on creating new ideas and properties during the economic downturn. The partners had seen a front page article in the L.A. Times about the high toxicity of children's mattresses in the U.S. and California in particular, and around that same time, the agency had been introduced to the Pixel Organics founders through its longtime client Bugaboo.
"Shannon and Chris [Svensrud] were already in the organic and sustainable space—that's what their passion is—so we started talking about designing from the ground up a mattress solution that was the most non-toxic, sustainably made, produced and best designed, because there had been no innovation in the mattress industry in the last 25 years period. As a bunch of designers we wanted to go to town on the problem.
The Pebble is available for pre-order on the Nook site now, and will ship out in mid-April.