ASOS takes on British loungewear brand Lazy Days

ASOS has taken stock of emerging British loungewear brand Lazy Days.

The online giant now carries the brand’s casual range of pyjamas that can be worn from day to night, including a number of exclusive pieces.

Highlights from the AW16 collection include checked pyjama bottoms, a long-sleeved, slash neck pyjama top in grey, and matching pocketed shorts.

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Lazy Days was founded in 2015 by Sophie Saxon and Diane Hutchinson of the Sleepwear Company, a new firm offering a set of bespoke services to nightwear retailers.

The Sleepwear Company manages the design, production and supply of sleepwear based on a retailer’s individual needs.

Saxon, previously a senior buyer for Primark, and Hutchinson, the former managing director of nightwear brand Jersey Jo, also advise on trends and product strategy.

Describing their new brand, Lazy Days, Hutchinson said: “Lazy Days is a fresh, quirky and inspirational sleepwear label designed so women will want to wear it both night and day; their own piece of casual affordable luxury.”

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