Our Story

The founder, Alice

I dreamt up Yawn because I was finding it increasingly hard to relax – and the women in my life were feeling the same. I wanted to make beautiful pyjamas that give you a hug; that say it’s ok - good even - to slow down. 


So what makes Yawn nightwear so special?

Hand-drawn prints. Drawn in our London studio with hidden details for you to find, in your own time.

Superfine fabrics. If we can’t find the perfect fabric, we find mills to weave it for you.

Feel-good features. We obsess over the details that keep you comfortable, from horizontal buttonholes, to deliciously deep pockets and hidden messages.

Yawn is independent, founder-owned and growing organically. Our patient approach to growth sits alongside big dreams for the future, - including ambition to achieve B Corp status (we’re working on it). We’re growing because we listen to you so if you have any thoughts do contact me (alice.whiteley@loveyawn.com is easiest).

In the meantime, good things take time and we are focused on enjoying the journey. Join us by signing up to our Zzz List for weekly goings-on or simply follow @yawnlondon for relaxing inspiration.

Happy dreaming.


Discover more

Our search for the perfect pyjamas