By ELLEN LEWIS
This story leans slightly askew from my general product discussions. Yes, it does highlight the cozy brushed knit PJ that I recently discovered from Aspen Dreams; however, it is more about the inspiration behind the brand. To begin, I found this new sleepwear company on a digital platform. The Evolution Concept Show. It probably would have evaded my eye at a live event, with all the distractions inherent in that format. It was the intimate on-line conversation we had that enticed me.
Kateryna Sukhanenko and Anastasiya Starygina are life partners whose purchase 4 years ago of Zema Lingerie Boutique in Aspen Colorado launched an entire new career phase for both. They are Ukrainian immigrants who, after the war in 2014, were forced to find a safe haven to set down roots for themselves and their children. They chose the USA, specifically Aspen, because of the healing nature of the environment and the supportive community. They were two strong women, in their mid-30’s seeking an escape from terrorism.
Zema Lingerie prides itself on replicating the wellness vibe that has become their merchandising focus. Environmental and personal comfort is paramount. Responding to customer requests at Zema, they decided to create a line of pajamas reflecting this aesthetic. They initially tested the concept at the store with great feedback from their consumer base. Aspen Dreams was launched.
The cozy knit collection featured here consists of 3 bottoms and 2 tops and is available in solid and prints Schooled in graphic art, the exclusive prints are designed by Anastasiya whose career history in graphic arts informs her talent.
Kate and Anastasiya’s decision to build the brand beyond their boutique combined with the logistics reality of production motivated them to launch at wholesale. This happened pretty much in time for Covid. Their store anchors the brand, defines their mission and enables them to be patient. Branding themselves sets them apart from other retailers. I usually wait before I highlight a nascent brand, but I respect the Aspen Dream back story and honestly, I personally love the cozy knit jogger pajamas. They are contemporary, generous in fit, soft, and snuggly and ‘ripe’ for the times. I’ve been wearing them all week.
“And Suddenly You Just Know. . .
It’s Time to Start Something New and Trust the Magic of Beginnings”