Meet our founder Miriam

What made you start Undercover?

For quite a long period of time, I struggled to buy bed linen. The options on offer were either low quality or uninspiring. More generally I started to feel uneasy supporting companies with an opaque supply chain.
We spend a third of our lives in bed so I wanted to create a brand with a story that spoke to me. Products that are ethically made, using high quality, sustainable materials and a contemporary look and feel, at a fair price.

What do you enjoy most about the job?

Its versatility. One day I might be working on a moodboard for a new range, the next day I might be calculating a budget or planning an event. I’m very much a left brain, right brain person and get bored if I have to do any one task for too long.

What did you do before you started Undercover?

I worked in branding and marketing. Initially as a strategist at a few agencies in London, working on large corporate brands in consumer goods, finance and hospitality. I then set up my own studio running branding projects for clients. I always had an itch to start a brand of my own and implement what I’d learnt advising clients.

What’s your favourite design in the range?

I love the Linus print: it’s interesting yet somewhat timeless.

What’s been the biggest challenge in setting up Undercover?

Finding good quality suppliers was difficult. Any business you start, you’re going to face lots of challenges, and persevering can be tough but persistence pays off eventually. 

What do you like to do outside of work?

I like being active, going for runs, snowboarding and doing yoga. I’m also quite into sourdough bread baking (and eating...)

Side, front or back sleeper?

Bit of everything actually!