When Mitchell Gold and Bob Williams were looking for a linens company to team with on a signature line of bedding for their eponymous home-furnishings firm, “all roads led to Matouk,” Gold says. For one, the pair were already friendly with the celebrated Massachusetts-based company’s president George Matouk through his wife, Mindy, who carries their designs at Butterfield, her shop in Providence, Rhode Island. And for another, no one else does a monogram, which works so well in a personal space like a bedroom, quite like Matouk.

“Our chemistry started at the store,” says Matouk, “but we have a lot in common—what our businesses stand for and the fact that we both manufacture in the U.S.” Their first collaboration resulted in a stripe-bordered look called Serenity (their take on an updated hotel-style collection) and Bliss, an embroidered-line style with either a monogram or diamond in the middle. The new sheets, duvets, pillowcases, and shams are all snowy cotton percale with a 520-thread count, available now in Mitchell Gold + Bob Williams stores and on their website, mgbwhome.com. “White makes a bedroom look serene and simple,” Gold says. “We avoided having too much color.”

There’s just enough hue in the borders and linear design motifs of the bedding and, of course, those, as Gold says, “crisp and neat” monograms. And for a married partner who didn’t change her or his name? Problem solved: Gold and Williams are bringing out an individual-initials collection—so everyone will have a chic, personalized place to lay his or her head.