I have always made it (well, since I was old enough to know better) a rule that tracksuit pants are not for wearing outside the house. Similar to the ‘leggings as pants’ rule, these fashion laws are in place to keep us all safe – especially our eyes and future ability to dress as functional human beings.
But this week I went to the launch of Sleep’n Round and feel I may have to reassess my rule book. Tracksuit pants good enough to wear out and printed leggings that have no place hiding in a bed adorned the custom fit out store and I had to admit – isn’t being comfortable all the time a big part of looking good?
Andrew Prowse, businessman and entrepeneur, and AFL superstar Michael Osborne – friends from way back (with each other, not with me) – came up with the idea for Sleep’n Round in 2009. Starting out with an online store, the boys wanted sleepwear that was casual enough to wear around the house (and pop down the street for an ice cream when needed) but was also comfy enough to sleep in. Oh, and it had to be sexy and stylish too.
Enter designers Sarah Gaunt and Jacqui Hunt, a look to streetwear labels they loved for inspiration and hey presto, a range of cool Tees, Henley style dresses, pants and shorts that customers wouldn’t mind being caught dead in, but which also made lounging around home stylish and sexy. And were super comfortable to sleep in.
Win.
Next came the decision to open a bricks and mortar store in Melbourne’s Chapel Street – the meccah of shopping in the fashion capital.
Moving beyond just fashion, the label has also branched out into homewares and other associated bits and bobs that fit with the brand. A line of teas are in the works and an iphone app – and thats just the beginning. Last Tuesday night’s store launch party introduced me to a group of people who are passionate and excited about educating people about the importance of downtime and sleep. I think we can expect big things from these guys.
The multi-talented Osborne (you know, in addition to being a star footballer and playing the AFL Grand Final this weekend) also took the photos for the SS12 Campaign, shot locally and designed to be social media friendly. Showcasing the brilliant colours and prints that will be super popular this season, the photos speak for themselves.
You can find the Sleep’n Round range online or at 389 Chapel Street, South Yarra 3141.
