Pyjama Sales Soar After Guy Richie is Spotted on Striped PJ's
Pyjama Sales Soar After Guy Richie is Spotted on Striped PJ's
As Madonna's ex and an famous British film director, Guy Richie is used to the limelight. But a new role as fashion icon will come as a surprise to most.
The 41-year-old was pictured in his jim-jams on the doorstep of his London home, waving goodbye to his model girlfriend Jacqui Ainsley, 13 years his junior, who is now expecting his baby.
After the picture was taken there has apparently been a huge surge in the sales of the classic french pyjama, seen on Richie. A look usually reserved for your Granddad has hit the mainstream thanks to Guy's cool appeal, with men and women hitting the shops to invest in the look.
When the pair were spotted looking smitten together earlier this week, they didn't appear to mind who saw them and even burst out laughing when they were spotted by photographer.
Such was the impact of the photo, that since its publication, Debenhams has reported an increase of more than 25 per cent in sales of the traditional nightwear.
Debenhams loungewear buyer Jenny Green said: "This goes completely against the normal buying patterns we see for pyjamas. The usual sales surge is in the autumn and early winter as the weather turns colder, not at the start of summer.
"We soon came to the conclusion that it was more than coincidence that Guy Ritchie was pictured on his doorstep in an almost identical pair the weekend before."
Last year retail analyst TNS reported that annual pyjama sales were up from 22 million to 33 million between 1999 and last year.
Zoe Norman, men's wear buyer for figleaves, believes pyjamas still have a certain appeal. "It's definitely not just older men who are wearing pyjamas these days," she says. "We've seen a rise in sales in the younger demographic, up 22 per cent on last year, especially in more trend-led brands such as Paul Smith or our own men's range, and in more luxury materials like cashmere and suede. Sales of our men's luxury pyjama sets are up 28 per cent on last year as a result of younger men looking for pure home comfort."
The new best-selling striped pyjama was made of cool, crisp, cotton, while the thicker flannel designs available at www.hush-uk.com. Our Summer Stiped Pyjamas (49.50) are hugely popular. A debonair set, clean and crisp be it a regular morning or leisurely brunch.
With our beautiful pure silk, cotton and flannel sleepwear your bed time essentials can strike the perfect balance between comfort and style.
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