We must agree that the pandemic changed our daily routine. Most of us suddenly became backers, started “Zooming” to do our jobs, and paid money to watch movies at home are some of the new habits that we adopted to cope with the world crisis. But, let’s admit it: We did all these things while wearing our lovely pajamas — they made us feel better, bringing a lot of comfort with them.
While we hope to get back to what we knew to be normal, some of us are not ready to give up on our comfortable PJs and wear a pair of tight jeans instead while going out. Yet, some brands have found a way to include outdoor clothing back into our wardrobes. The official destination brand for Iceland in marketing Inspired by Iceland came up with the idea of turning people’s “trusty pandemic sweatpants” into hiking boots, perfect for when they go exploring the country’s locations.
In the light of England ending its lockdown rules and wanting to encourage Britons to return to some of their social habits, Camden Town Brewery, helped by Wieden+Kennedy London, launched the “Pubjamas,” a specially designed kind of sleepwear that eases the nation’s transition from their homes to the pubs this summer. Merging the comfort of jammies with the style of a pub, the brand hopes to use this piece of garment to help “Brits transition from bedroom to barstool.”
Behind the design of these Pubjamas stands luxury sleepwear designer Karen Mabon, who crafted them specifically for wearing them at the pub. Paying homage to some of the nation’s great pubs, amongst the locations featured on the PJs are The White Horse, The Ten Bells, and Bunch.
Zoe Wulfsohn-Dunkley, Head of Marketing at Camden Town Brewery, said: “We’ve all spent a lot of time in our PJs over the last 18 months and we’re now used to the comfort they bring, with many designers incorporating pajamas as everyday wear into their collections. We didn’t want beer lovers to give up that comfort in order to return to the pub, so that’s why we decided to team up with our friend Karen Mabon.”
The Pubjamas are a combination of the company’s iconic red with visual metaphors of local pubs. “To be collaborating with such a talented designer is so exciting, and we think Camden and Karen’s design styles go together like a pint in a pub. Her illustrations brought our Pubjamas to life in ways we could only imagine, whilst paying homage to some of the amazing British pubs we all love and have missed over the last year,” Wulfsohn-Dunkley continued.
The Brits who break in their one-of-a-kind outfit are surprised with a round of fresh, never pasteurized, Camden Hells. Every purchase of the PJs gives consumers a unique swing tag which enables them to enjoy a free round of pints.
All profits from the sales of the Pubjamas will be directed towards Hospitality Action charity to help the industry recover from the pandemic. Wulfsohn-Dunkley adds: “We also know the past 18 months have been incredibly difficult for the hospitality industry, so what better way to continue to show our support to our local pubs than donating all proceeds to Hospitality Action.”
(Clancy & Katy of) Creatives at W+K London, said: “When the chance to get back to real-live socializing in the pub came, we soon realized tight jeans, complicated zips, and fussy frills just weren’t OK anymore. We wanted to hold onto the one good thing from lockdown — all day, all night, uncompromised, head-to-toe comfort. Though Pubjamas are comfort-first, we also wanted to satisfy the stylish fashionistas who’ve been hiding in leggings all year. So, we collaborated with the wonderfully talented Karen Mabon, who transformed our WFH chic-wear sleepwear daydream into a super fashion reality, perfect for anyone who wants style & comfort this summer.”
The Pubjamas are available to buy for £160 in sizes ranging from S to 3XL, available at the Camden webshop.
