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The Vicious Cycle of Pillow Shopping Has Met Its Match

Here at Esquire, we believe your living space should be a reflection of who you’ve worked so hard to become. All it takes are a few upgrades. These are the stylish (and functional) items worth buying to make your house a place you’re proud to call home.

Up now: a pillow that’s personalized just for you.

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Pillow shopping sucks. Hovering over a middle-of-the-aisle bin in some big box store, your choices typically come down to whether you want “down” or “not down,” with a range of prices that seem to reflect, more than anything, brand names for brands you couldn’t care less about. And while you can get an idea of how a pillow might feel—maybe even pick one up for an in-store bear hug when no one’s looking—there’s still no way to tell how things are going to go down once you get it out of the bag and put it to real use.

So what do you do? You settle. You figure whatever you get, it’ll break in over time, just like the last one. And the one before that. And the vicious cycle continues.


A Pillow Built Just For You


Pluto wants to help put an end to all that. The California-based start-up launched earlier this year with the belief that a better night’s sleep is possible, and it starts with where you lay your head. They even help you figure out what your current setup is missing.

Getting started is easy. Through a questionnaire on their website, you input details like your height and age, what position you typically sleep in, whether your head gets hot at night, and so on. Pluto’s algorithm then takes that information and uses it to create a pillow that’s tailored just for you.



“Each answer in the questionnaire gives weight to certain combinations,” says
Pluto’s founder, Susana Saileu. “As we progress with more data, the algorithm continues to get better.”

Those combinations are based on five different characteristics: the pillow height, the foam inside, the amount of fibers on the outer core, the thickness of those fibers, and the surface that covers the outer layer (for hot sleepers, the high grade polyethylene cover is a godsend). Basically, the goal is to create a pillow that’s breathable, temperature-regulating, and bounces back. Pluto does a very good job of achieving all three.

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While a lot of factors go into making a good night’s sleep, from your blankets to your mattress to even what you eat and drink, it’s never a bad time to reevaluate where you put your head at the end of the day. The company even lets you take 100 days to decide. If it’s not right for you, send it back, no questions asked.

So whenever you’re ready to stop settling on pillows that are too flimsy, too tall, or leave you itchy, sticky, and overheated at night, save a trip to the big box store and give Pluto a try.

Is it time for a bedroom upgrade? A new mattress is a good place to start. These blankets are soft as hell and still look cool. And if Pluto’s not for you, here are six others we love.

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