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30 December 2016

B&S meets...Sleepy Doe

From chic pyjama tops to embellished slippers, sleepwear is enjoying a fashion moment - and the kid's industry has taken notice, too. Bubble played host to some seriously cool bedtime brands this year - and one of our favourite new labels, Sleepy Doe, specialises in printed children's pjs and bedding. We asked founder and designer, Sophie Woodrow, what makes her collection unique...

Could you introduce yourself to our readers? Do you have a background in the fashion industry?
Hi! I'm Sophie Woodrow, Founder & Designer of Sleepy Doe, a timeless children's Sleepwear and bedding company whose collections are designed and manufactured in the UK. Since graduating 10 years ago from Solent University with a Fashion Communications degree, I have designed for British Heritage brands across all product areas - but always specialised in loungewear and print. 

How and why did you launch Sleepy Doe?
I loved concepting and branding Sleepy Doe. I started designing a couple of years ago, but things were put on hold when I fell pregnant. This extra time was invaluable; the whole brand is now less fussy, more practical, and softer to touch. The prints are designed to last, with a colour palette that should hopefully fit into any home. 

With experience of having a child who doesn't sleep, I wanted to give parents the reassurance that their minis could be as comfy as possible when bedtime arrives. Using my design and manufacturing experience, and knowing the importance of achieving high quality alongside a timeless style, I'm passionate about all products I produce. It’s really important to me and Sleepy Doe that we always use super-soft, handpicked fabrics, and know exactly where the products are made.

Tell us more about your products and collections. What makes Sleepy Doe’s sleepwear and bedding unique?
There are lots of beautiful children's pyjamas out there. I love how each brand has its own unique style, from prints to colour, and offers something different to the market. They are all inspiring for different reasons, and I shop from lots of them; I'm all for supporting independents, especially other mum businesses.

I hand draw all the prints myself; each design is my own. I work closely with the factory, making patterns which have a unique fit. I style and direct all shoots, as the lifestyle behind Sleepy Doe is very important to me. Sleepy Doe is not a trend or season-driven brand; I like things that will last all year round, and be loved for years.
I always offer unisex styles, but also designs for minis who love something pretty. I think it's good to have that option in the range, especially for the older children who like to choose their own clothing. Collection TWO, launching at Bubble in January, has brand new styles, repeats of favourite prints and also new fabrics too - including some organic styles. The sourcing and development has taken a long time to get right, but I'm really excited to share it soon!

Why have you decided to show at Bubble this season, and how will you be preparing for the show? 
Bubble has been recommended to me by friends in the industry – and, as they’re my most valuable source of information and advice, I had to give it a go! We haven’t been before and can’t wait to meet the team behind it – not to mention all the other exhibitors.
As a newcomer to the world of children's fashion, I’m always looking to maximise potential exposure to buyers and press. They’re all so important – both in terms of brand awareness, and helping Sleepy Doe to grow. I'm also really looking forward to meeting the Sleepy Doe stockists I've developed online relationships with - and hopefully meeting more!

And we can't wait to meet you, Sophie!

Catch Sleepy Doe's latest collection at Bubble London this new year! 


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