Newly-launched Australian brand Mawde is promising to shake up the sleep and loungewear categories.
The brand has fashioned a completely new apparel category dubbed 'sloungewear' and has brought it to the Australian market through direct-to-consumer (D2C) channels.
Founder and CEO John Gutteridge said that Mawde was launched to meet consumer demand for elevated loungewear.
"We are about style, versatility, sustainability, and homegrown premium quality.
"The business was launched in April this year to coincide with some major shifts in consumer behaviour.
"Not only are we seeing a hybrid work world emerge from COVID, we’re also seeing a growing demand for comfort and versatility.
"Mawde challenges societal norms that say sleepwear needs to be confined to the bedroom.
'We’ve created a product that performs amazingly in bed and looks just as good on the streets," he said.
Mawde creates its products using Sofcel Bamboo - the brand’s bespoke lyocell material - and designs and manufactures its garments onshore.
"Mawde is a D2C business, which is vital when it comes to building a relationship with a customer and deeply understanding our customer’s needs and wants," Gutteridge added.
"We’ve also taken the decision to support the local economy by designing and manufacturing the clothes here in Australia.
"Combined, these two things ensure that we can react to the feedback from customers quickly and efficiently, as we constantly seek to improve the product and customer experience," he said.
Backing Mawde's investment into the local economy is financial investment from fast bowler and vice-captain of the Australian cricket team Pat Cummins.
"It was an easy investment decision for me," Cummins said of the deal.
"Firstly, I love what the brand stands for and that it’s really trying to make a difference in the world through sustainability.
"It is also proudly Australian made.
"I also liked that it was re-inventing a category, opening up new market territory in that fresh area between sleepwear and loungewear.
"There's no-one else like us and it's an easy story to tell," he said.
Cummins added that the sustainability mission behind the brand was a big tick in his books.
"I love the product - it walks the talk.
"Bamboo can grow more than a metre a day, absorbs five times more carbon dioxide and produces 35% more oxygen than average hardwood trees.
"It needs no pesticides or fertilisers and very little water to thrive.
"I am passionate about this aspect of the product.
"This is a brand that really will make a world of difference everyday and I'm delighted to be part of it," he said.
The first men's and women's collections are available now on the Mawde website and both retail from $89 to $149.
The brand's name originates from its mission statement - Make A World of Difference, Everyday.