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Sleeper (brand)

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Sleeper
IndustryFashion
Founded2014
FounderKate Zubarieva and Asya Varetsa
Headquarters
Kyiv
,
Ukraine
Productspajamas, dresses, loungewear, partywear, bridal collection, swimwear, shoes, bags
Websitehttps://the-sleeper.com/en

Sleeper is a Ukrainian fashion brand of multifunctional apparel founded in 2014 by Kate Zubarieva and Asya Varetsa.[1] The concept of the brand lies in the idea of the «First Walking Sleepwear» which can be worn both at home and outdoors.[2]

History

Sleeper was launched in 2014 by two former fashion editors Kate Zubarieva and Asya Varetsa.[3]

The Sleeper first collection was launched 6 months later with the startup capital of just $2,000 and a single seamstress.[4] In two months, then editor-in-chief of Vogue Italy, Franca Sozzani, named Sleeper the brand of the month.[5]

In 2015, the brand put out its first line made from linen.[6][5]

In 2016 Sleeper debuted its first Bridal collection which consisted of a slip dress, pajama sets with pants and loungewear dress.[7][8]

In 2017, off-the-shoulder dresses became the dress of the year according to Marie Claire.[9] The same year Sleeper released Party Pajamas as a part of the Holiday Collection’17 which soon[10] and appeared on the covers of British versions of Cosmopolitan[11] and Tatler.[12]

In February 2019, Sleeper's co-founders Kate Zubarieva and Asya Varetsa were included into the European Forbes’ 30 under 30 list in the Arts & Culture category.[13]

In 2021 brand used recycled materials in its collection for the first time. It presented the ‘Weekend Chic’ set made with recycled plastic.[14]

Founders

In 2011 Kate Zubarieva graduated from Kyiv University with an MA in International Journalism. She worked in the Information Agency, and later in media management. Since Kate was 19, she worked in Playing Fashion newspaper (2009) and later held the position of editor-in-chief of the online version of the Pink magazine (2010-2013), VDOH (2010-2013). She wrote articles on fashion and art-directed shootings for fashion publications.

Asya Varetsa graduated from The State University of Management in Moscow with an MA in marketing in 2012. In 2009 she worked for the Playing Fashion newspaper, and in 2010 she became a junior fashion editor for ELLE Russia.[2]

Production

Sleeper supports artisan manufacturing traditions and ethical consciousness. Sleeper's garments are made in Kyiv, Ukraine in the sewing studios.[4][15]

In summer 2020 the brand expanded into footwear,[16] and swimwear.

As of 2021, the Sleeper's product range includes pajamas, dresses, loungewear, partywear, bridal collection, swimwear, shoes and bags.[17]

Sleeper's customers include Eva Chen, Katy Perry, Brie Larson, Kourtney Kardashian, Aurora James, Kelly Lynch, Busy Philipps, Chloë Grace Moretz, Zoey Deutch, Dakota and Elle Fanning, Veronika Heilbrunner, and Lena Dunham amongst others.[18]

Global presence

As of 2021, Sleeper's collections are available in 32 markets, and more than 160 boutiques around the world. Sleeper's collections are sold at Net-a-Porter, Saks Fifth Avenue, Harvey Nichols, Shopbop, Bloomingdale's, Nordstrom, Harrods, Browns, Neiman Marcus, Ounass.[19]

Charity projects

Under charity initiatives, Sleeper provides support to NGO Happy Today which helps children with autism,[20] charity fund Kvitna that supports women with breast cancer.[21]

Since 2020, the brand has donated to Black Girl Ventures and NAACP LDF to support fighting for racial justice in the US and around the globe.

Documentary

In 2019, Sleeper created a documentary called “Behind the Seams” that conveys the process of creating a new collection, Sleeper's team, the office, production, and the world's largest shirt.[22]

In 2020 Sleeper's documentary was shortlisted by Milan Fashion Film Festival.[23] In 2021 the documentary was awarded with the Webby Honoree.[23]

References

  1. ^ "Sleeper — a brand of ethically crafted multipurpose garments". Sleeper. Retrieved 2021-12-01.
  2. ^ a b "Sleeper: the artisanal, Ukrainian pyjama-maker that has us rethinking sleepwear as daywear | Buro 24/7 Singapore". www.buro247.sg. Archived from the original on 2020-05-16.
  3. ^ "How Did This Sleepwear Brand Manage to Create Instagram's Most Popular Dress?".
  4. ^ a b Carter, Felicity. "The Stellar Rise Of Fashion Startup, Sleeper". Forbes. Retrieved 2021-12-01.
  5. ^ a b "How Sleeper's Linen Dresses Became The Ultimate Holiday Hit". British Vogue. 2019-06-27. Retrieved 2021-12-01.
  6. ^ Peoples, Lindsay (2017-08-11). "I Took a Nap in This Linen Dress and It Still Looked Amazing". The Cut. Retrieved 2021-12-01.
  7. ^ "Should You Wear Pajamas to Your Own Wedding?". Vogue. October 10, 2016.
  8. ^ "Forget glam gowns — in 2018, brides just wear their pajamas". July 27, 2018.
  9. ^ Fox, MeiMei. "How Two Young Ukrainian Revolutionaries Launched A Successful Fashion Brand". Forbes. Retrieved 2021-12-03.
  10. ^ Spedding, Emma. "These Party Pyjamas Are Just What We Need for Christmas 2020". Who What Wear UK. Retrieved 2021-12-03.
  11. ^ Fahey, Nicola (2020-01-27). "Lena Dunham on sex, love and the joys of self-care". Cosmopolitan. Retrieved 2021-12-03.
  12. ^ "Paris Hilton is the May cover". Tatler. 2021-03-25. Retrieved 2021-12-03.
  13. ^ "Sleeper: Asya Varetsa, 28 & Kate Zubarieva, 29". Forbes. Retrieved 2021-12-01.
  14. ^ Street, Chloe (2020-11-05). "Tracksuit take 2: how to liven up your loungewear". www.standard.co.uk. Retrieved 2021-12-01.
  15. ^ Fletcher, Patti. "How This Luxury Sleepwear Business Found Its Footing Amid a Revolution". Entrepreneur. Retrieved 2021-12-01.
  16. ^ "Loungewear Brand Sleeper Introduces Satin Slippers". HYPEBAE. Retrieved 2021-12-03.
  17. ^ Carter, Felicity. "Loungewear Brand Sleeper Debuts Swimwear Collection". Forbes. Retrieved 2021-12-03.
  18. ^ Lucas, Georgina (2020-08-03). "Why is everyone wearing this £245 summer dress?". The Telegraph. ISSN 0307-1235. Retrieved 2021-12-01.
  19. ^ "How Did This Sleepwear Brand Manage To Create Instagram's Most Popular Dress?". Grazia. Retrieved 2021-12-01.
  20. ^ "45 Fashion Brands That Are Making Donations and Offering Discounts". Repeller. 2020-05-30. Retrieved 2021-12-03.
  21. ^ "The brands showing support for Breast Cancer Awareness month". Tatler. 2020-10-13. Retrieved 2021-12-03.
  22. ^ "NEW Webby Gallery + Index". NEW Webby Gallery + Index. Retrieved 2021-12-03.
  23. ^ a b "RE NATURE 2021 | Fashion Film Festival Milano". Retrieved 2021-12-01.
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