I have been using this brand for at least six years. They feel so soft and luxurious! My husband complains when we travel as everything else feels scratchy after using Mulberry Threads for so long. We have very hard water and harsh sunlight here in Alice Springs but these sheets are such good quality I still have my very first original set. Yes, they have faded a bit from our extreme environment but still soft. I will never use anything else. I have just brought 2 more King bed sheet sets cause I loved the new colours. We have family coming to stay for the holidays and I wanted these sheets on every bed in the house. I highly recommend them. Once you’ve tried them you can’t go back, nothing else measures up!