Tekla is a Copenhagen minimalist textile brand founded in 2017 by Charlie Hedin, that built a cult DTC following for percale bedding and towels through uncompromising design and editorial-quality photography.
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See all ads on AdLibrary →Tekla is a Copenhagen-based home textile brand founded in 2017 by Charlie Hedin (an Acne Studios alumnus) and Kristoffer Juhl. The brand's founding premise was rigorous simplicity: make the highest quality percale bedding and terry towels in a curated palette of enduring colours, present them through gallery-standard photography, and sell DTC globally. The result was a brand that achieved cult status in design and interior communities within a few years of launch. Tekla has since expanded into sleepwear, and opened its first mono-brand store in Copenhagen's historic Egmont Building. The brand collaborates selectively with artists and designers, and its photography is among the most referenced in the DTC home category.
Tekla's paid media is an extension of its brand photography: every campaign image is produced to gallery standard, with compositions that sit at the intersection of fashion editorial and interior design photography. This is not accidental — Hedin's background at Acne Studios means the brand treats paid social creative with the same investment as a fashion house treats campaign imagery. New colour introductions and seasonal launches drive the paid calendar. The brand targets interior design enthusiasts, DTC home buyers, and design-conscious lifestyle audiences on Meta. Browse Tekla's full campaign library at AdLibrary.
Instagram is Tekla's primary channel in both organic and paid — the platform was central to the brand's initial growth, with design and interior community accounts sharing Tekla imagery organically before the brand had significant paid investment. The brand amplifies high-performing organic content as paid promotion and runs conversion campaigns targeting website visitors and lookalike audiences built from its DTC customer base. Geographic targeting spans Denmark, Sweden, the UK, Germany, the US, and Australia — markets where premium DTC home textiles have a strong buyer base.
Tekla copy is a study in restraint: material names, thread counts, and colour names (each Tekla colour has a considered, non-descriptive name) carry the information load, while campaign copy is minimal or absent entirely. The photography does the persuasion — a perfectly made bed in a concrete-and-oak Copenhagen apartment requires no tagline. For DTC conversion campaigns, product descriptions focus on tactile material qualities and wash durability, which speak directly to the quality-seeker buyer segment.
Tekla is one of the most instructive DTC brand-building stories of the 2020s. It shows that in home textiles — a category with near-zero inherent visual drama — world-class photography and a coherent, uncompromising design identity can build a cult brand from a standing start. The lessons: invest in creative production quality as a primary budget item, not a secondary one; choose a design identity so specific and committed that it is immediately recognisable; and let product photography be the primary sales argument in a tactile category where buyers cannot touch before they buy.
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