Shyness presents this season’s most anticipated colours
2025-08-22
This autumn’s launch features the signature bedlinen Destiny in orange, as well as the beloved Watercolour pattern in a new green colour. Inspired by traditional craftsmanship and Swedish design, they bring timeless charm to the home. Destiny in orange was voted for on our social media channels during autumn 2024 and has now become a reality.
The photographs were taken at Nääs Castle, in the part of the castle known as Björkenääs.
Shyness introduces bed linen with a long-term approach
2025-03-12
In a time when fashion and interior design are often characterized by fast consumption and constantly changing collections, Shyness chooses to take a different path. With a strong focus on quality and longevity, we are launching six carefully curated new additions to our collection this spring, a pace that feels right both for us and for the world around us.
- We firmly believe that a slow approach is the future of the textile industry. With these six carefully selected new products, we demonstrate that quality and longevity can go hand in hand with new design and functionality, says Anna Bilén, founder of Shyness.
Historically, textiles have been created to last for generations, far from the mass production that dominates the industry today. At Shyness, we work with a balance where each new product receives the time and care it deserves. We believe in creating timeless products of high quality, meant to be cherished and used for years to come.
This spring's launch includes our signature pattern, Destiny, now available in a new green shade, while the yellow color is making a comeback. Both are harmonious tones that contribute to a peaceful sleeping environment. All images were taken in a period-appropriate style at Nääs Castle, specifically in the part of the estate known as Björkenääs.
Shyness celebrating 15 years - launches signature pattern in limited colours
2024-08-22
Shyness celebrates 15 years and launches the signature pattern in limited colours. Pattern Destiny is a design element through the collection and now it comes in yellow and turquoise, which were decided after a vote on Shyness's social media.
- Regardless of the design, in the end it is always Destiny that is most loved. It's amazing that my long-term thinking has worked so well. At the beginning it was difficult to describe why I wanted the brand to stand for collections that suit just as well today as in ten years, but after sustainability has gained an understanding among the consumer, my concept has grown, says Anna Bilén, founder of Shyness.
Shyness was started after founder Anna became a mother to her daughter. She sewed a collection comprising of two models of bed linen, kitchen towel and table runner. She took savings, invested in purchases, including a booth at Formex exhibition, and in 2011 Anna received what was then called Elle Interiör's Design Award; it was the first recognition for her work.
Anna had left the fast collections of the textile industry behind and proceeded in her own way. Inspired by Swedish textile history and her childhood with grandmother on the farm in county Östergötland, the Shyness concept grew. By something that can then be described as a coincidence, Anna in 2015 opened Shyness' store on Island Käringön.
- I have always been convinced that I should run Shyness and fully own the brand myself in order to follow the paths that open up. It has taken its time, but now time has caught up with my long-term thinking. I am proud and satisfied; this is something I have done with my own drive and creativity combined with a deep knowledge and love for textiles that I want to share with the world, summarizes Anna Bilén, founder of Shyness.
Shyness launches an island Käringön collection
2024-05-31
Shyness launches a limited collection of towels with motifs from island Käringön.
The motifs have been carefully considered and landed in the island's famous views Öfyren, Tvillingbodarna and the ship M/S Knape. The motifs are surrounded by Shyness's signature flower and match the existing collection of towels.
In the design, I have used photos I have taken on the island, which I reworked into watercolors. I can admit that this was a real challenge to do. Since 2015 I run a shop on Käringön in the county of Bohuslän. In the shop, questions come from visitors who want to bring a souvenir from the island but in Shyness's design. The challenge was that I do not carry a story from the old fishing village, but after good advice from the islanders, I landed in the motifs and now I feel satisfied with the result.
The collection is sold in the store on Käringön, in our webshop www.shyness.se and at retailers Hemma in Stavsjö and Tindered Lantkök.
Warm thanks to everyone involved for the much appreciated help!
Anna Bilén
Shyness Christmas collection - inspired by grandma
2023-10-04
The inspiration to Shyness comes from my childhood on a farm in county of Östergötland. Where I grew up with my grandmother and earlier this year a collection was launched named after her and called "Grandma Anna Maria".
- I have created a classic collection with an elegant monogram. Add monograms on textiles was a tradition in the past. I love the symbolism of fabrics and bedding being labeled because it was something you had for life. Now the monogram, comes in red.
My grandmother inspired to the circular thinking, which was natural when I was a child. We had durable things which we took care of and if they broke, they were repaired or converted into something else. She was an extraordinary person who left us in 2010. She was self-evident, the most loving person, welcomed everyone and had trust in me. She also had a playfulness, doing somersaults in the garden and letting everyone beeing themselves. She has not only inspired me to live sustainably on the material level, also to alternate play and seriousness in a way that puts a higher dimension on life.
- I am proud to carry it on through Shyness, says Anna Bilén founder of Shyness Interior.
Shyness autumn news – our classic design in repeat
2023-08-19
Nine years ago, Shyness presented a pattern that became very popular. It has been requested and it is now clear that it is being relaunched.
The pattern is Sunlight and the design is based on the characteristic signature flower in an enlarged and playful form.
The ambition with Shyness is to set requirements that the design presented must be as relevant today as it will be in 10 years. Added to that is irresistible quality that makes the bedding loved and kept for a long time.
The Sunlight collection is the proof, it is 9 years since it first came and now when it is back, the design still feels new and fresh.
It is bed linen that is being relaunched in the colours navy blue and turquoise. Sunlight bedlinen is only available for a limited time.
Welcome to a new season at Shyness!
Anna Bilén - founder
Press party
2023-05-12
Today is press release for the 2023 edition of Sweden's largest wedding magazine BröllopsGuiden
It was all celebrated with bubbles and other goodies organized by BröllopsGuiden and editor-in-chief Anna Lundgren.
Anna has written an article about Shyness's sustainable work and also suggest our bedlinen as wedding gift.
Party, glam and a lovely magazine.
Shyness news inspired by a grandma
2023-01-05
The inspiration to Shyness comes from my childhood on a farm in county of Östergötland. Where I grew up with my grandmother and the new collection has now been named after her and is called "Grandma Anna Maria".
- I have created a classic collection with an elegant monogram. Add monograms on textiles was a tradition in the past. I love the symbolism of fabrics and bedding being labeled because it was something you had for life. Now Shyness has it´s own monogram, two S's towards each other create small hearts along the monogram.
My grandmother inspired to the circular thinking, which was natural when I was a child. We had durable things which we took care of and if they broke, they were repaired or converted into something else. She was an extraordinary person who left us in 2010. She was self-evident, the most loving person, welcomed everyone and had trust in me. She also had a playfulness, doing somersaults in the garden and letting everyone be themselves. She has not only inspired me to live sustainably on the material level, also to alternate play and seriousness in a way that puts a higher dimension on life.
- I am proud to carry it on through Shyness. The new collection of bedding comes with blue monogram and green monogram. In addition the previous pattern Stripe, will be lunched in green colour.
Welcome to a new Shyness season!
Anna Bilén - founder
Updated traditions from Shyness
2022-08-08
Red is the color of the season. Inspired by Swedish traditions, the season's choice will be a collection in deep red. Our ambition is to launch designs that last a long time. There is always red in the collections, but we never make a short-lived Christmas collection.
We see it as a challenge to create products with the perfect color shade that should feel right in all seasons and be extra nice when the Christmas details are added.
Shyness new design – a classic handcraft
2022-01-09
Shyness is now launching a new pattern that confirms the brand's vision of creating designs inspired by Swedish traditions and crafts. It comes as bedlinen in colour navy and grey.
In the new pattern, we have made interpretations of the classics pattern images that existed during founder Anna Bilén's childhood in the Swedish countryside.
Shyness in Big Do Design Hackathon
2021-10-20
With Shyness, I want to make change in the textile industry. Since last spring, I have worked in a project with companies in Sweden, USA and South Africa. The project is Textile & Fashion 2030's international design hackathon Big DO. It aims to create a clean, fair and circular future for the textile and fashion industry.
Shyness is the only home textile company, more participants are Swedish Fjällräven, Houdini, American Under Armour, Patagonia and others. We have evaluated circular models and created prototypes.
Everything will be presented in a digital conference on October 26 at 3 pm. I will present my and Shyness' work. More speakers are MEP Alice Bah Kuhnke, Sweden's ambassador in South Africa Håkan Juholt, Maria Brogren, the Swedish embassy USA and others.
Welcome to follow me on Tuesday, the event is digital, open to everyone and free of charge.
Sign up here >>
Shyness new linen collection Classic
2021-08-21
We are now launching a new linen collection. The collection is based on the popular pattern Classic, which turned out well when it was presented as bedlinen this spring. The next step is a collection of table linen.
We choose a softly washed linen fabric. Linen has a lower climate impact than cotton, which is the reason to change to linen when we launch new table textiles. Design Classic is now available as kitchen towel, table cloth, cushion covers and fabric in colour navy and green.
The coming autumn, colour red/white is also added as bedlinen in design Classic.
Shyness' new pattern - a design classic
2021-01-11Shyness is launching a new pattern that is expected to become a design classic. The new pattern is therefore called "Classic".
- Our idea has always been based on launching designs that last a long time. Throughout our more than ten-year history, we have learned to sharpen this intention with precision. With the experience we have built up, we know that this new pattern will last a long time, in the same way as our previous Destiny and Bolster. It feels liberating to have accumulated this security within the design, says Anna Bilén, CEO and founder.
When Shyness was launched in 2009, our long-term design idea was not typical in the market. Long-term thinking was not widespread among the consumer, it was a time when many collections were sold quickly.
With diligence we resisted and now we and the outside world are in parallel phase. With pride and calm intent, over the years we have built knowledge of how patterns should be designed and composed to be appreciated for a long time and in turn contribute to thoughtful consumption.
In the design, we are inspired by Swedish history with craftsmanship in every detail. When the perspective is long-term, material plays a crucial role; our fabrics last a long time and provide a lovely sleeping comfort that lasts.
Classic is now launched as bedding in the colors navy, grey and green.
Shyness does NOT participate in Black Friday
2020-11-18We are not participating in the upcoming Black Friday. Has never done and will never do for the simple reason that it stands for everything that NOT Shyness stands for.
Shyness is driven by my passion to give the customer quality for the money, the thoughtful consumption and my fight to keep production in the local area with all the positive that it means when it comes to chemical control, working conditions, shipping and sustainability in the textile industry.
// Anna Bilén - founder
Welcome home to Shyness
2020-11-15Welcome to visit Shyness founder Anna Bilén's home in Gothenburg. The home is a mix, old with new, quality with second hand and patterns with solid color.
Shyness' collections are put together with other things and many of the old objects are from Skärstad Västergård, where Anna grew up. The city style has a bright character and in the country, Shyness is highlighted in a classic country way.
Press each photo below and see the different rooms kitchen, bedroom and living room
The official Christmas opens on Shyness
2020-11-08Therefore, we launch custom-made Christmas stockings made from leftover fabric and accessories from Shyness series production. All stockings are unique and are only for sale online.
SEK 100 from each pc goes to Käringöns Hembygdsförening, which works to preserve the local tradition on the island.
We designed the Christmas stockings in collaboration with Judith Fjellstedt from JF Peace design.
Find collection here >>>
Success pattern Bolster – relaunched in red
2020-08-05The Bolster pattern is re-launched in red, where the inspiration comes from the classic Bolster border that we have interpreted.
We launched the Bolster pattern in red until last Christmas. We ran out of the volumes directly at the Formex fair and we already decided to re-launch in autumn and Christmas 2020. When covid-19 came and the future became difficult to predict, it felt extra good that we had decided to invest in a safe collection for autumn 2020.
In the design, we are inspired by Swedish history with craftsmanship in every detail. Many of our previous designs remain year after year and our first design that was launched when we started in 2009 is still in the assortment. When the perspective is long-term, material plays a crucial role, our fabrics last a long time and provide a lovely sleeping comfort that persists.
BioInnovation give prominency to Shyness in annual report
2020-05-14A part of our sustainability work is being published in BioInnovation's annual report. Shyness is one of the companies highlighted.
- We are working long-term concerning sustainability and want to affect all parts of the textile industry's complex value chain. To manage, we take help of expertise and science. BioInnovation now chooses to highlight one of our collaborations that is Bioyftet, says Anna Bilén, CEO and founder.
Read more here >>
BioInnovation organize BioLyftet, which aims to increase knowledge about bio-based materials and recycled materials.
- The collaboration has given us confirmation that we are on the right path and tools to challenge the right points in our value chain, concludes Anna Bilén.
Science meets Shyness experience
2020-02-20Now a scientific report has been published. It is based on the experience that Shyness founder Anna Bilén has accumulated for many years in the textile industry. The report is written by Sara Lindeberg, Textile Engineer who studies at the Master's program Textile Value Chain Management at Textile University in Borås.
- We have been working intensively with sustainability and CSR for a long time and now through the collaboration with Sara. I am proud to be involved in the matter and to be able to take advantage of her skills, says Anna Bilén CEO and founder.
It started in April 2019, when we came in contact with competent Sara Lindeberg. Sara followed Shyness's work from the inside and did a review of the value chain from fiber to the end consumer, focusing on Shyness getting a more sustainable process at every stage.
Not only that, Sara also interviewed founder Anna Bilén about previous work in the textile industry and carefully mapped the experience in CSR at large companies and now at small company. Sara then posed the question of the strategies for CSR have differences between the size of companies in the industry, which resulted in a scientific report which is now published here >>.
- A warm thank you to Sara who has done a job not only for Shyness also for the textile industry and has spent 100s of hours, concludes Anna Bilén.
Pattern Bolster - the timeless collection
2020-01-02We now present a timeless Bolster Collection as bed linen. The design is inspired by Swedish ancestry, with every detail hand crafted. The presentation has a precise and classic character, which perfectly complements the entire collection.
The new design will be launched at Formex, January 14th – 17th at booth A06:25 and then we will also talk about our design and sustainability philosophy.
Shyness celebrates ten years of sustainable design
2018-08-11Shyness was founded in 2009 and now celebrates ten years of collections with long-term textile design. This is celebrated by four exclusively designed duvet covers signed Judith Fjellstedt where we have taken the sustainability idea to a new level.
- From the very beginning, I launched a sustainability model that is based on collections in timeless design that our customers will use for a long time. It was important from the beginning to combine the right material for each product with short transports for the least possible environmental impact. Now we are taking the next step, among other things by creating a very limited collection of duvet covers based solely on waste pieces, says Anna Bilén CEO and founder.
We warmly welcome you to our press show at Formex, at 13,20, Tuesday, August 20th, stand A06:25
Then Shyness's founder Anna Bilén tells about the journey with ten years of sustainable design and present the jubilee bedsets.
Meet us in Gothenburg on April 13th
2019-03-29On April 13th we are in Lewie shop at Fjällgatan 30, Gothenburg.
Anna talks about why it is sustainable to love textiles.
Welcome, between 10 AM - 4 PM.
Winner in Shyness competition
2019-03-07Which are your thoughts about sustainability, when it comes to textiles?
We asked this question to our followers and received many wise answers, which we will take further in the sustainability work. Here's how Charlotte Harryzon replied:
"It is important to me with good working conditions, a sub-guarantee for that is manufacturing in Europe - locally produced. Environmentally friendly production and dyeing. A timeless, beautiful pattern that can be combined with other patterns will be sustainable over time. And the fact that fabrics are durable, they can be washed over and over again and maintain the shape and colour."
Shyness spring collection
2018-01-09We have always worked with sustainability and our new collection combines patterns and materials which will continue to provide quality a decade into the future. The collection is called ”Night Fly”- an expression and colour illustrating the classical values of Shyness, yet with a new, fresh feel and kick of energy. The images come from the beautiful island of Käringön in Bohuslän, Sweden.
We do NOT participate in Black Friday
2018-11-23We believe in quality and manufacture bed linen that lasts for many years and they are used in hotels 365 days a year.
We want to contribute to a dialogue, where you first consider purchasing and then invest in something that will be used and loved for a long time, regardless of Black Friday or not. For us is that sustainability.
Shyness holds textile school at Hästen´s newly opened store in Örebro
2018-11-16Hästen´s latest and newly opened shop is located in Örebro and 2nd of December, Anna from Shyness informes how to care textiles - everything from clothes and bed linen to beds.
This is a perfect opportunity for those who want to get acquainted with high quality bed linen and beds - updated for today's needs.
Outside the entrance, Peter Lorenz Johnson invites you to a fantastic, wild soup and wrap.
A warm welcome to this afternoon!
You find us in Hästen´s shop at Kungsgatan 11, Örebro.
Shyness bed linen collection in red
2018-11-05Press the arrow to see our bed linen collcetion in red and white.
Make a hotel bedding in your own home
2018-10-28Shyness founder, Anna Bilén shares her tips on how to make a hotel bedding in your own home. The good advice are found in the Swedish magazine M-Magasin's October edition.
Shyness introduces the newly opened Millas Villa in Lund
2018-10-18We are proud of the hotel project, Millas Villa, which opens November 1st. Millas Villa previously housed a smaller B&B and has been expanded to the double. The former part has got a facelift and continues to be a B&B and the added part becomes a boutique hotel. The hotel is located in Lund and is completeley decorated with Shyness. Our textiles are available in curtains, in the beds and in the dining room. Through the collaboration we can show how our collection fits together and that our textiles withstand hard use. Millas Villa is becoming a showroom for the collection, and in consultation with the owners, we have advised the interior, lighting and wall colors, as well as the choice of beds and bathroom furnishings.
The autumn collection from Shyness is crisp and fresh white
2018-08-01
Our timeless classics with their sumptuous qualities are now available in monochrome white and as always, the thoughtful details abound. Sometimes it's easier to mix single colours or mix them with our patterns so we are now expanding our collections with pure white textiles.
The images are taken at the beautiful farmhouse Billa Gård in Östergötland.
Welcome to visit our stand A02:02 at Formex exhibition in Stockholm. 21-24 August.
Shyness spring ads
12 May 2018Shyness spring advertises are featured in Swedish magazines Gård & Torp and Gods & Gårdar.
Shyness launched in Japan on the shopping channel QVC
31 March 2018Shyness is now launched in Japan on the shopping channel QVC. The first release film was shown on Saturday, March 17th.Swedish design and history have a high value in Japan and we have therefore decided to establish Shyness there. We co-operate with a Japanese partner which has the license in Japan. We have based on our patterns together developed a collection of Shyness unique designs but containing textiles suitable for the Japanese market.
Anna from Shyness - How to arrange a restful bedroom
28 January 2018Anna Bilén describes way’s to arrange a restful bedroom in an article in the Home & Country magazine.
Formex fair promoted Shyness
28 January 2018During Formex press release breakfast session Shyness and Anna’s road building, the company was promoted with a short film. It is an honour to be a part of Formex and I wish to thank you all that have supported me along the way.
Formex 2018 – Shyness from Rufus & Joshua on Vimeo.
Collection Butterfly is now available in numerous colours and styles
26 December 2018The new collection whisks you away to life in the summer pavilion. Our popular pattern ’Butterfly’ is now available in numerous colours and bed linen. The pattern is inspired by Swedish manor house surroundings and this spring our images were photographed at the beautiful summer pavilion at Ribbingsfors Manor.
