Welcome to the world of good sleep and downtime. I’m an Italian-Japanese Brazilian born designer based in East London. I’ve worked at the intersection of design and social change for more than 16 years, working as an art director for some of the world's leading NGOs. After experiencing the detrimental health impacts of overwork and a lack of sleep, I decided to put my creative energy into establishing a sleepwear brand that champions taking the time to rest, to embrace comfort and slowness, and to be present in the now. My Venetian grandmother was a seamstress and used to design and sew my pyjamas and ballet costumes.
She met my Japanese grandfather – a young gentleman recent immigrated from Tokyo – whilst working on a textile factory in Sao Paulo, Brazil after WW2. Having worked with many great NGOs and environmental projects, I’ve realised that sustainability starts from within. I made the decision to create a sustainable sleepwear brand that has its core mission to unleash the power of sleep as it’s the essential ingredient for a life better-lived. Together with my production team every decision we make, from the materials we use to where we produce our garments, pushes the boundaries of care and consideration.
Our garments give you unparalleled comfort and quality design with sustainability stitched in. We believe fashion that helps you sleep beautifully should be made in a beautiful way. Our sleepwear and loungewear is designed to take comfort to the next level. Each piece allows you to move freely, to feel at ease and to step into a space of relaxation, stillness and inner contentment. As a modern business, we go against the trend of fast fashion. All of our products are made to stand the test of time.
They are designed in East London and handmade locally and in a family run atelier based in Emilia Romagna, Italy. These are places that respect those who work there with good working conditions and fair wages. And we know all of the women who make our products by name. Our non-plastic packaging is made with discarded fabrics from London, Essex and Kent. We’re forever inspired by the natural world, so the way we make our products always aims to protect it.
Our fabrics are sustainable and sourced in India at Herbal Fabrics and in Europe. This ethos is the foundation of everything we do. And it's something we'll always stay true to.
Leticia Credidio is a member of the British Fashion Council and Live Frankly
Profile photo taken by Kalpesh Lathigra. Family picture from 1952 taken in Santos, Brazil – grandmother with grandfather, baby mum and uncle Winston Yoshida. Team photo 2017 from my production team in Italy.