"Thread count is largely a marketing gimmick," says Kaye. "What actually matters more than thread count is the caliber of the fabric. We like to use long-staple Egyptian cotton and pure linen, which translates to softer, stronger bedding that lasts over time." If you're trying to understand thread count numbers on a package, remember that higher numbers usually translate to softer fabric. There are many other factors to consider, however, including the type of cotton, weave, and ply.