We catch up with Yawn founder, Alice Whiteley, for a bedtime cuppa and a little bit of
pillow talk, too…

Hi Alice, tell us a bit about Yawn

Well, I started the company back in 2014. I was working as a management consultant, not seeing nearly enough of my kids and I was tired – so it’s ironic that pyjamas were the answer. I wanted to create nightwear that helped women to switch off, sleep and rest; pyjamas that felt like a hug and could reassure women that it’s okay to slow down.

They sound like our kind of pyjamas!

Yes, luckily, I had a couple of like-minded friends – Phil and Roly – who own a design and branding agency, and knew what I was trying to achieve. Together, Yawn was born.

You’re literally in the ‘dream’ business

In many ways, although we could never have imagined the challenges of the past eight years, what with Brexit and Covid. It’s been a rollercoaster, but one that I am very happy to still be riding! I credit our wonderful customers and suppliers with helping us through the tough times.

You have wonderful customers then?

Oh my goodness, yes! We’ve a band of very loyal customers. They let us know their thoughts every time we bring out a new print, which is about four times a year. They also inform our new product launches and volunteer for photoshoots. We’re so proud of this amazing community – their enthusiasm and support keeps us going.

We’ve heard your prints are hand painted

Yes, they’re hand-drawn or painted and, while they’re beautiful, the real fun is in the detail – somewhere on the fabric there will be a quirky image, such as a whale in stormy seas, a forest fox, a sole trainer and even a skinny dipper! We source the fabric using GOTS-certified organic cotton and you never know where the hidden detail will be. Other details that we’re proud of are French seams, sustainable corozo buttons, reinforced buttonholes and pockets! Who doesn’t love a pocket, right?

You’re clearly incredibly proud of Yawn

We’ve won awards and have had some incredible press, however, what always makes me smile is our consistently high Feefo rating (4.9*) and our Feefo Platinum awards. We always try and deliver the personal touch and treat our customers like we’d like to be treated. My mum reads our reviews every week and tells me how happy they make her feel. To me, that says it all.

Wow, real care has gone into every detail

It really has, being responsible in our approach to product design and sourcing has been hugely important right from the outset. Our factories were selected based on their ethical credentials, while the paper packaging is FSC-certified, we use recyclable cardboard shippers and we even opt for sea freight rather than air. We completely believe in ‘slow fashion’ in every sense – it’s how we sleep soundly at night… that, and wearing super comfy jammies.