We're all for a glamorous pyjama set. However, when a few too many buttons and dry clean-only fabrics are involved, we're guilty of reaching for the nearest oversized t-shirt.
But that doesn’t mean we’re happy to resign ourselves to flannelette and unflattering prints. That’s why we are more than a little excited about the launch of Hybernate, a brand redefining modern luxury sleepwear. Created in Australia by women, for women, Hybernate recognised sleepwear had a lot of catching up to do to reflect today’s modern woman. Uninspired by traditional pyjamas and whimsical patterns, Hybernate makes sleepwear with a timeless, minimalist simplicity that makes us look and feel great. So whether we’re in bed, opening the door for Uber Eats or ducking out for a last minute bottle of milk, we feel safely stylish while doing so. Applying a simple philosophy that your time at home is the most important part of nurturing your wellbeing, Hybernate has reimagined what sleepwear should be. Made of luxuriously soft pima cotton, the versatile range is effortlessly cool and comfortable. Let’s just say we’ve never been more excited about bedtime. (And as mamas, that’s saying something.)
Tell us about your career journey and what lead you to create Hybernate?
We both identified a gap in the market for contemporary sleepwear and the timing was right once we’d had children to be able to start Hybernate.
Where do you see Hybernate in five years?
We have some exciting innovative products in the works for the next few years and we’re also looking forward to incorporating new and technical fabrics in to our collections. We’d also love to have some stores one day!
What do you think makes a brand successful?
Delivering something that is unique and adds value to customers’ lives. It’s also important that the what, who, how and where a product is made is also thoughtfully considered as customers care more and more about the behind the scenes of a product.,
How important is social media to a brand’s success?
It definitely helps with spreading the word but at the end of the day, it’ll be our product that markets itself.