Brand Tone

Nurturing, Sophisticated, and Principled

Brand Values

• •Ethical & Sustainable Production
• •Quality & Durability
• •Comfort & Well-being
• •Authenticity & Craftsmanship
• •Natural Materials

Best Practices

• •Lead with Values
• •Use a Sensory and Emotive Vocabulary
• •Maintain a Sophisticated and Educated Tone
• •Tell the Story
• •Be Consistent Across All Channels

Social Perception

Cat's Pyjamas Sleepwear is perceived by its customers as a premium, trustworthy brand that delivers on its promises of quality and comfort. Media outlets focused on ethical fashion see the brand as a leader and a positive alternative in the Australian market. Customers feel a connection to the brand's story and its ethical stance, viewing a purchase as an investment in a well-made, durable product that aligns with their values.

Copy Examples

• •Feel the difference that true craftsmanship makes. Our Classic Linen Pyjamas are more than just sleepwear; they are a nightly ritual. Handmade in Australia from 100% natural linen, they are designed to soften with every wash, promising a lifetime of comfort. Embrace the slow-fashion movement, one beautiful night's sleep at a time.
• •We started Cat's Pyjamas with a simple belief: that what we wear to rest should be made with the same care and integrity as the life we lead when we're awake. Frustrated by the waste of fast fashion, we turned to time-honored techniques, crafting each garment by hand in our Fyshwick workshop. It’s our stand for quality, for sustainability, and for the simple, profound comfort of a good night's sleep.
• •Introducing the Spring Edit. Inspired by the gentle light of a new season, our latest collection features breathable cottons and soft, airy linens in a palette of calming hues. Each piece is handmade with our unwavering commitment to ethical production and timeless design. Discover sleepwear that not only feels good but does good, too.
• •Your skin will thank you. Our sleepwear is made exclusively from natural, breathable fibers that are kind to your skin and the planet. Say goodbye to synthetics and hello to the luxurious, gentle touch of pure cotton and linen. Experience the difference. Shop our collection now.
• •Give the gift of unparalleled comfort. For the one who deserves to be wrapped in luxury, a set of Cat's Pyjamas is a gesture of true care. Ethically made in Australia, our sleepwear is a gift that feels as good to give as it does to receive. It's more than a present; it's a promise of peaceful nights and gentle mornings.