We're excited to sit down with Alice Whiteley, the inspiring founder of Yawn, a brand known for its beautifully crafted sleepwear designed with relaxation in mind. In this Q&A, we delve into the story behind Yawn, the importance of rest in our busy lives, and Alice’s thoughts on creating a brand centered around comfort and style.

1. What inspired you to start Yawn, and what was your journey like in bringing the brand to life?

Exhaustion! I was a tired working mum. I went hunting for some pjs that would help me to switch off and relax in the evening and couldn’t find any that spoke to me as a grown-up woman. I dreamt of building a characterful, colourful nightwear brand that helped women to relax and feel good. Our classic pjs (still our bestseller) felt like the obvious starting point.

2. How did your previous career in management consulting influence your approach to building a PJ brand?

I think it has helped me approach the business in a strategic way. It also gave me exposure to different types of people, businesses and working styles so I had a strong sense of the culture I wanted to build in my own business and the kinds of people I did – and didn’t – want to work with.

3. What were some of the biggest challenges you faced in the early days of Yawn, and how did you overcome them?

How to find brilliant factories and then convince them to start working with us when we didn’t have any track record. I found that visiting them personally and giving them a sense of my ambition for the brand really helped. Many of the supplier relationships from the earliest days of our business remain today.

4. Yawn emphasizes quality, comfort, and sustainability. How do these values shape your product development and business decisions?

They are intrinsic to everything we do. Although it is not easy to take this values-driven path, we believe that if we stay true to our values, we will create special products, and people will ultimately become loyal to our business and brand.

5. Can you share the story behind 'Yawn'?

The name came up in a brainstorming session early on – the minute we heard it we were excited as it is memorable and fits perfectly with the character and personality of our non-boring nightwear!

6. How do you see Yawn evolving over the next few years? Are there any new products or collaborations on the horizon?

We are going through a process at the moment to define the next stage of Yawn as there are so many directions we could take the business in. The future looks exciting – so watch this space!

7. What is the most important aspect you consider when designing sleepwear that truly helps people unwind and relax? 

Fabric. It is the single thing that people come back to and the starting point for every product.  Without the right fabric, you don’t have a great product. We take great pride in our bespoke organic cotton as we have spent years developing.

8. Sustainability is a growing concern in fashion. How does Yawn incorporate eco-friendly practices in its production processes?

We see this as a continuous journey of improvement. We analyse every aspect of our manufacturing processes and are constantly making improvements. As examples - we manufacture our own GOTS certified organic cotton, we sea freight wherever possible, we use corozo (natural nut) for our buttons and we transport our products in plastic-free packaging from factory to customer.  A few years ago we launched our limited edition blankets – made in the UK from recycled cotton.

9. At Scentered, we focus on the importance of self-care rituals. What are some of your personal self-care routines, especially before bed?

Simple things tend to help me: I put my phone downstairs to charge before going to bed. I love to read fiction - at least a few pages a night.  A long bath before bed helps too! I love resetting with scent so the Scentered balms have been a really helpful addition to my routine - both at night time and during the day when I need a pick up.

10. How do you see sleepwear playing a role in the broader wellness movement? Why is what we wear to bed important for our overall well-being?

Practically - feeling the right temperature is critical – so wearing breathable, super soft organic cotton has a massive effect on sleep health. Our hand-drawn prints spark joy and every little helps!

To see Yawn's lovely range of nightwear, head over to their website: https://www.loveyawn.com/