A freelance product designer is on a mission to make “sleepwear as good as daywear” for fellow female creatives who feel “embarrassed” wearing worn out pyjamas whilst they work from home.
The Sundown Society, launched online last Wednesday from Finsbury Park, creates hybrid clothing with inside support for women.
Founder Laetitia Sfez said that the idea came from her own experience working at home in old faded tracksuits: “I lacked the confidence boost that you get when you have the social pressure to be properly dressed,” she says.
She also added that this limited her productivity and creativity.
Ms Sfez currently designs the pieces from her Finsbury Park studio, before they are manufactured in Harringay by local sewers and machinists. Prices for the clothes start from £55.
“That local dimension is really important for me. Fast fashion doesn’t make sense, and I want to support North London communities by working with local suppliers and craftsmen” she said.
She added that work patterns are “tremendously changing,” with apps like Deliveroo and Netflix turning the home into a space of work and leisure for freelancers.
“The way we live indoors is being completely reinvented, and we need to reinvent the way we dress at home too,” she said, “we want to fight self-negligence at home.”
The site also runs a blog where local female designers and creatives share tips on fuelling creativity at home to enhance productivity.
“I’m always happy to meet fellow creatives, learn from them and share that inspiration,” Ms Sfez said.
