About a third of the average person’s life is spent sleeping, so why not do it in style? Bambi Northwood-Blyth and her husband, Ksubi founder Dan Single, are here to make sure it’s possible—and at a reasonable price, no less—with their new sleepwear line, P.Jamé. Launching online this Sunday, the collection of soft jersey pieces is divided into two groups: the baller and the boudoir. The former is a range of loose singlets and knee-length shorts in wild prints designed by the couple’s friends, and the latter includes everything from panties to silk-piped rompers in white or black.
“We really found there was a gap in the market, especially in Australia,” Northwood-Blyth tells Vogue.com. “There wasn’t something kind of luxurious, but still at high street prices. P.Jamé is good basics. We’re not trying to be a label that’s doing every piece in a collection. It’s more about finding that one thing we found we needed and sticking to that.”
This is just the latest in a string of projects for the couple turned collaborators. Following their honeymoon in 2014, they debuted a rosé wine, and in 2013 they launched clothing collections called Daan and B.Bam, supported by the same backer. Unlike their previous ventures, however, P.Jamé brings their “good vibes” crew into the fun. Fellow Aussie model Jordan Barrett stars in the lookbook shot at New York's The Standard, High Line hotel alongside Northwood-Blyth, while longtime friend Mark Hunter, aka The Cobrasnake, photographed the duo’s raucous launch party in Sydney, which was deejayed by another pal, Mademoiselle Yulia, during Mercedes-Benz Fashion Week Australia.
Single and Northwood-Blyth have plans to expand their circle of pajama-clad buds, too. First up are see-now-buy-now collections that will encourage shoppers to keep up with the line’s many releases. “Today, when you can see, click, and buy, I feel it’s really important to give that access to the customer,” says Northwood-Blyth. Then comes a steady expansion plan: “Proper full silk pj’s will be next, then robes, then slippers, toys, and fun stuff,” says Single. “There’s a lot we want to add, but we have to go one step at a time. This is purely about the bed life, but the bed life extends to a lot more than just sleeping.”