Things are finally starting to return to normal in the U.S., but so many are still holding onto habits they made during the first long months of the COVID-19 pandemic: hanging out in loungewear included. Because of this, some conscious brands, knowing customers will never give up comfort again—even if they do have to go back to the office full time—are creating luxurious, sustainable loungewear that can be taken from the couch to the office.
Cuyana
Cuyana, the brand loved for its chic leather handbags and minimalist, flawlessly-tailored apparel, introduced a collection of loungewear in Pima cotton, French terry and washable charmeuse, which absolutely lives up to the hype.
The silhouettes are timeless, elegant and powerfully feminine, and the Pima fabric—produced in Peru—is soft and breathable. The material is also Oeko-Tex and WRAP certified, which means it was made safely and ethically.
"The past year has drastically shifted the loungewear space, as demand skyrocketed throughout the global pandemic and consumers prioritized comfortable essentials for their wardrobe more than ever," Shilpa Shah, the co-founder and CXO of Cuyana, said. "At Cuyana, comfort and sophistication has always been our top priorities. As the U.S. reopens, a continued emphasis on design will also persist. This is why it has always been important to us to offer loungewear that is equally elevated and flattering, as it is comfortable."
Shah—who started the brand with business partner Karla Gallardo—said women want pieces that are transitional yet sophisticated, and which they can wear at home but still look polished in when they have to run out to the store, to meet friends or to work.
"The Cuyana customer is the modern woman, one who plays many roles at the same time. She may be a boss and a mom, a new grad and a businesswoman and more," Shah said. "It’s very important to us that we deliver essentials that will suit her versatile, multifaceted lifestyle."
The Cuyana team's mission has always been to provide shoppers with elevated, high-quality essentials that will stay in their closets for years to come, which is why, as the brand grows, the team is constantly looking for ways to improve.
Shah said one of their main goals today is to create with Earth in mind and inspire customers to "shop with intention." And they've delivered. As of this year, 96% of Cuyana products are made from sustainable materials, and the team aims to boost that number to 100% by 2022.
ÉTICA
Sustainable denim brand ÉTICA, with its ultra-cool jeans, shorts and jackets, is a favorite among conscious shoppers. The brand's high-rise styles are flattering, comfortable and made with 90% less water and 63% less energy than other brands' jeans. But creative director Michelle Marsh knows not every day can be a jean day, which is why the brand is also now offering loungewear.
Marsh said that for ÉTICA's cozy sweatpants, sweatshirts and relaxed tops, they try to use mostly organic cotton, which is grown without the use of artificial fertilizers, harmful irrigation, pesticides or genetically modified seeds.
"Less than 1% of the world’s cotton is organic, so we supplement with recycled cotton, BCI cotton grown in the U.S. and cellulose fibers like Tencel and Refibra," she said. "We use low-impact processing materials like plant-based softeners and natural mineral dyes."
They also pay close attention to the human side of sustainability, Marsh said, so they partner with local suppliers who share their values and carry major social compliance certifications.
Marsh said the team designs the brand's loungewear like they do the denim: hoping to achieve a polished and timeless feel. Colors and treatments are seasonless and nature-based, and silhouettes are vintage-inspired but reimagined with modern proportions.
ÉTICA's pieces are easy to relax in, but they can also be easily styled to achieve a more elevated look.
What people want from their loungewear right now is versatility, Marsh said, "There is nothing more satisfying than getting mileage out of your purchases."
The brand's organic tees, knits and wide leg French terry pants are some current customer favorites.
Smash + Tess
Smash + Tess is big on rompers. The brand, founded in 2016 by Ashley Freeborn, her mom, Teresa, and best friend Mercedes LaPorte, offers simple, relaxed designs made to empower women, men and children.
Freeborn's sustainable rompers are the definition of versatile loungewear, as they're made to be worn everywhere: from the bed to the beach to the workplace. The brand also offers dresses, robes, pants, skirts and tops, all in inclusive sizing and all created as part of a made-to-order model to avoid waste and overproduction. Smash + Tess' signature Rayon fabric, which is crafted using cotton and bamboo, is used across all collections.
"Although this fabric results in a higher material cost, we believe it's an important investment due to the importance of sustainability and slow fashion for people and the planet," Freeborn said.
The current Smash + Tess bestsellers are the Sunday Romper, Saturday Romper and Friday Romper, all in Midnight Black. They’ve also launched various celebrity collaborations, including one with "Younger" actress Hilary Duff.
"Since moving to a work-from-home lifestyle, comfort has become a necessity," the founder said. "With our Rompers, your loungewear can double as both your work-appropriate clothing and your PJs (no one needs to know), and become an all-around closet staple that stands the test of time."
