Nidra Sleepwear

Cotton Pyjamas, in Print Rather Than Beige.

Nidra is a UK family-run sleepwear brand founded by Sonam, whose deep roots in Indian textile culture sit behind both the brand's name (Nidra is the Sanskrit word for sleep) and its visual register, which is unusually print-forward for a category the British high street has spent the last twenty years quietly painting beige. The line is mainly pyjamas — two-piece long-sleeve sets in 100% cotton — done in bold, considered prints with the kind of names that signal a designer enjoying her own catalogue rather than ticking categories: Zen to Zzzebra, Parrots of the Nights, Woman's Best Friend, Nine Lives. The brand's stated mission is the slightly more honest version of the wellness pitch most sleepwear brands gesture at: that pyjamas should bring some small piece of joy to the third of life that is spent in them, and that the only good reason for a pair of pyjamas to be beige is if the wearer specifically and actively likes beige.

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