Luxury fashion brands have chucked on their slippers and settled down to snooze, too. Liberty London collaborated on a now-sought-after pyjama link-up with workwear favourite Carhart in 2022. That same year, French luxury label Jacquemus turned to Tekla for a collaboration on a range of bedspreads and sleepwear. And more recently, the Danish label released a range of premium blankets inspired by modernist architect Le Corbusier — at a luxury-leaning £600-plus price point.
At the higher end of the scale are newer brands such as Antwerp-based mother-and-daughter duo Bernadette. Launched in 2018, Bernadette stock fine-silk floral bedtime fits for close to €700, and are sold by retailers like Harvey Nichols. Slow and ethically produced bedwear label Issoir has a similarly silky selection of nightwear at similar price points, with their kaftan loungewear previously stocked at Harrods via the multi-brand’s My Wardrobe HQ rental service. There’s also scores of premium players, including ‘cottagecore’, direct-to-consumer brand Piglet in Bed and fashion brand Rixo, which launched its vintage-inspired sleepwear in 2020.
Gregory believes the appeal of brands like Tekla comes from “weaving creativity and responsibility into everything they do”. See, for example, their recent capsule with musician Jamie xx on a range of products promoting the artist’s new album — all of which were created with 100 per cent organic Oeko-Tex-certified cotton, a standard for items in Tekla’s core range. Gregory adds: “[Tekla] go beyond the end product and are often collaborating with architects, musicians, sponsoring artists and donating back to the local community in Copenhagen.”
Tekla co-founder Juhl says their approach all goes back to customer demand for “high-quality pieces produced responsibly”. And the brand continues to develop new products and fabrics to elevate the offering and respond to customer demand. Their latest is a sateen set created using 100 per cent long-fibre cotton, “a hard-to-source fibre that ensures greater longevity and a softer finish… reflecting the brand’s commitment to uncompromising quality and the continuous enhancement of the products”.
Moore draws back to Goodhood’s slogan as a catalyst for the business stocking sleepwear brands. “Our slogan is: ‘It’s a lifestyle, baby,’” says Moore. “Sleep and moments of rest and calm and lounging are key parts of that.” Plus, as the medical imperative to get your full eight hours continues to perforate through modern culture, it’s through sleep that we can look to the future.
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