There’s something main character-esque about slipping into a curated pair of pyjamas.
If you like your snoozes aesthetic, then you know that a luxury set of PJs isn’t simply something you throw on but a persona you embody.
Suddenly you’re a 1950s icon, the rich aunt who travels around the world sleeping in exotic beds, or the mysterious character in a movie who never skimps on a matching set of silky PJs – even if in reality, you are only these things when your head hits the pillow.
The luxury pyjamas market has made a huge return in recent times – partly due to the pandemic when everyone’s uniform became pyjamas at one point or another, and partly due to nostalgic trends making a comeback – hence the long flowing robes with tender fluffy finishings coming back into circulation.
A special mention also has to go to the fact that, as a society, we’re refocusing our efforts on doing ourselves more kindness, which means investing in a multitude of self-care rituals, including better sleep practices.
Here in South Africa, small business owners aren’t just capitalising on the sleepwear space, they’re owning it in the best way – locally.
If you’re ready to step into your sleepy main character moment…
Here are 4 online pyjama stores you should add to your lust list before bed:
One Boutique Store
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One Boutique Store is one of my favourite local pyjama hotspots. It’s the silky feel, the embroidered initials, the personal touch that will make you feel like no one in the world own pajamas as personalised as yours.
All of One Boutique Store’s sleepwear is hand-cut and carefully crafted locally, and each one of their sets echoes this mantra.
Warning: you will be tempted to stay in bed longer purely because you don’t want to take their PJs off.
Poppy Divine Sleepwear
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Elegant, patterned and for the sleeper who wakes up at 5am everyday just to marvel at their pyjamas when sunlight hits – Poppy Divine doesn’t just bring the rich aunt to the bedroom, she creates her.
Paradise Thrift
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Who said pre-loved PJs can’t rule the sleepover? Joburg-based Paradise Thrift offers you the best of sleepy thrifting, often spoilt with a few luxury gems. Pre-loved Victoria Secret? You’ve got it. The slip-on that unlocks your inner Grace Kelly? Look no further.
Woodstock laundry
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There’s something to be said about PJs that could double as outerwear. Can everyone rock this look? No. Does Cape Town’s Woodstock Laundry make it more possible? Absolutely.
With fabulous prints that the whole family can swoon over (yes your Christmas pictures just found their next wardrobe inspiration) WL always understands the assignment when it comes to PJs that don’t take themselves seriously in a way that I like to believe Iris Apfel would approve of.
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Feature Image: ALEX ASHMAN PHOTOGRAPHY
