The work from home culture which is still very prevalent has revolutionised our choice in clothing (medical fraternity notwithstanding, salute them). The Covid pandemic mandated everyone to stay safe by staying home. Zoom calls and microsoft team meetings got a sizeable amount of people to adopt new sartorial choices. Jammies, Kaftans and loungewear has been the order of the day. Upwards of torso, the laptop and mobile screens have been the world’s view of us and our view of them.
As a result clothing, while sitting in cosy cordoned off spaces at home, meant being comfortable and in some cases comfortable and cute. Comfy is cool. Comfy is attractive. Comfy is the order of the day! Unveil a yummy cupcake print PJ set and the icing on the cupcake being you can customise it to your size and have your name embroidered on it. Makes the ideal wear for a twinning pyjama party.
Applaud these jammies-makers doling out their comfort wear with their whimsical loungwear. Donuts, Unicorns, Nutella jars and Spaceships all make their way into our wardrobes.
One such desirable Indian name for pyjamas is Homesake.
In our conversation with the founder Richika Agarwal we inquired about what makes her brand unique. “We try and offer freshness in each collection by offering new fabrics that have a mix of contemporary and classic prints. We have also launched loungewear which is a great fun space at the moment in addition to being a new product category for us. Kaftans have worked really well for us and we have given them our unique touch by adding signature tassels and lace. The most recent launch has been our ‘RobeSuits’ and loungewear in flannel which have been extremely well received by our audience”
The Medium of Homesake sales is primarily social media with Instagram roping in a majority in sales. Head over to @homesake_love to make your purchase.
An established name in this space is Dandelion with Samyukta Nair as the genius behind the company.Nair admits that fashion and an inclination towards clothing has always been in her genes. Prior to her building her own brand Dandelion she gave her design expertise in building The Leela Palaces and Hotels pan-India . Dandelion came into being because she felt that there was dearth of quality nightwear in India. With her label, she hopes to fill that gap. Dandelion cater to something for everyone on the online store, whether you like handmade cotton PJs or playful Kaftans. Dandy(lion) definitely has some eye candy. Hit up www.dandeliondreams.co to avail all the beautiful items they offer.
Prints and textures make one spoilt for choice. A brand with an array of cheery, upbeat prints is Tumult. The Delhi-based millennial moms and co-founders Vandita Jain and Megha Gupta give comfort top priority.” Our style is unique and the fit comfortable, enough to make you sleep like a baby’’. The brand established in 2015 sells through its website and by direct messaging on Instagram. No-compromise on comfort is their motto. Head over to their elaborate product catalogue on www.tumult.in.
Cosy up to comfortwear. Whether it’s making an appearance in a flowy Kaftan on an impromptu call to a night of netflix and twinning, comfortwear has found and held its ground while we have been homebound.