This Under-the-Radar Brand Sells Pajamas You Can Wear All Day
Welcome to our New Website series, where we feature e-tailers we love and know our readers will too. Whether it’s an old but under-the-radar favorite or a newly launched label, you’ll want to report back to your friends with the findings (or maybe keep them to yourself)!
You might be surprised to hear that for today’s installment of our New Website series, we’re featuring a brand known for its pajamas, but it will make so much sense in just a few moments when you realize Sleeper is so much more than just pj’s. Sure, Sleeper is the brand’s name and sleepwear is its game, but the pieces are so chic, elevated, and high-quality that you’ll actually want to wear them in your everyday life. The best part? You totally can. (PS: This comes from someone who herself owns this outfit and wore it all summer long.)
Anyway, on the heels of its latest linen collection, which recently came out, we thought it would be a fitting time to not only find out more about the brand ourselves but also share all the deets with you. So we recently reached out co-founders Kate Zubarieva and Asya Varetsa, who luckily answered all our most pressing questions. Scroll through to read the full interview, and then continue to shop our top picks from Sleeper!
WHO WHAT WEAR: Can you give us a brief history of when, how and why you launched your site?
ASYA VARETSA: We launched our website almost immediately after the brand had been introduced. At first, it was quite simple—there was no even “shopping bag” service. But at the same time, we kept receiving new orders in a huge stream. Very soon we will present the updated website, which displays our values from top to bottom.
WWW: Where do you look for inspiration when designing a new collection?
KATE ZUBARIEVA: I am inspired by the idea that a person should have a separate wardrobe for sleeping and another one for leisure. I mean, that is a wardrobe that is created by absolutely different rules, but at the same time, this is a set of clothing pieces that can be combined with our main public image and style.
AV: So the concept of items created to enjoy your life in full is very nourishing and inspiring. Every season, we take a new look at our collection with the idea that we want to spend our lifetime enjoying ourselves as it should be, in which clothes exactly we want to meet our perfect man.
WWW: What are some of your styling tips and favorite ways to wear pajama pieces in real life?
KZ: I may say that this is the hobby of my life, to mix pajamas. I’ve adored it since I was 15 years old. I love to wear white pajama shirt with tuxedo; it seems to me that it’s so sexy. It looks like some kind of the legendary story when you almost overslept your trip to the opera. It’s funny, and funny always means sexy.
AV: I love to wear silk camisoles with sweaters. Also, I am a big fan of creating a monochrome look: Put on beige silk pajamas, the classic trench coat, and kitty shoes—without any makeup but with putting some red lipstick.
WWW: What’s your single most popular piece or set among customers?
KZ and AV: Linen blue dress and, of course, a pink one!
WWW: How does social media play into your business?
AV: Well, if we take into account that during the first week of the existence of our brand, Franca Sozzani called Sleeper the brand of the month on her Instagram; it was a huge breakthrough for us! It’s so sad that we had to say farewell to the great woman last year.
KZ: I like to look through all tagged pictures of our clients. It’s so cool when things come to life, they acquire new meanings.
WWW: What makes Sleeper different from other brands?
KZ: Of course, the main difference is that we make walking sleepwear, in which you can easily go out. Because we are not talking here about a so- called academic fashion, it’s all about how to be real, to be ourselves, and feel that we live only once and can do whatever we want. We are about the self-irony in the best meaning of this word and about the sincerity.
AV: And, of course, we need to say a few words about how exactly we create our garments. It’s incredible! We have our own production department. So we literally can check the quality of each weld, and that we always do. Each product from A to Z is made by one professional with 30 years of experience, and it takes about eight hours to do that. We are super proud of our quality.
Shop our picks from Sleeper:
Do you have any favorite sites you’d like to see featured next? Share them with us in the comments!