“Those who give money to the homeless get a good feeling in their body. But to lie down in these sheets… I don’t think that feeling is particularly pleasant,” said Yvonne Borg at homeless charity Stockholm Stadsmissionen to the Aftonbladet newspaper.
The department store NK (Nordiska Kompaniet), located near the chic Östermalm district in central Stockholm, has meanwhile defended the item claiming that the aim is to raise awareness of the problem.
The bedding has been designed by Dutch firm Snurk and is being sold under the theme “Design with a conscience”. The price has been fixed at 700 kronor ($104) per sheet and the plan is to donate a small part of the profits to young homeless.
“Those purchasing the duvet cover may not just go home and sleep well in it, that is not the purpose. One buys it to show awareness. And the surplus from the revenues from Snurk’s products will go to young homeless people,” said Jörgen Eriksson at NK to Aftonbladet.
Regardless of the ensuing controversy the duvet covers are in demand with stocks almost exhausted, an NK sales assistant told the newspaper.