“We started General Sleep on a cold night in front of the fire, dreaming of the perfect PJs we couldn't find! We wanted something a bit more grown up in terms of design, and they had to be made from natural fibres that breathe,” the founders and friends tell us, confirming sustainable practices are a big part of their business.
“All of our fabrics are natural so at the end of their life they can be recycled. We are lucky that our producers also have environmental and social practises close to their heart,” they say, not compromising on detail.
The final product is just that; grown up and sophisticated. And, as the women attest, can be worn answering the door or running up to the coffee shop without looking out of place.
“We were inspired by our mothers old nightshirts, worn for decades, threadbare but still beautiful, and the perfect oversized shape,” they say, admitting winter is the best time in the pyjama business. “We wanted shapes that look great and support all of your sleep positions. Winter is the perfect time to hunker down and maximise sleep and rest, which is often the first thing we sacrifice with a busy lifestyle!”
Describing the perfect night in as sitting fireside, sharing a comforting meal, having a magnesium bath, perfect PJs and a really good sleep, it’s clear these two live and breathe their product — which, when it comes down to business models, is key.
“It's all about prioritising rest and making the most of slow mornings at home,” they say. We couldn’t agree more.