Wild Clouds: Sustainable Sleepwear Made Consciously

At Myza, we are always drawn to brands that understand the deeper connection between what we wear, how we live and how we feel. Sleepwear and loungewear are no longer simply pieces reserved for the end of the day. They are part of our daily rituals, our slow mornings, our work-from-home routines, our quiet evenings and, most importantly, our relationship with rest.

Wild Clouds is one such brand. Founded with ethics, sustainability and accessibility at its core, Wild Clouds creates timeless, versatile clothing designed for living well from one season to the next. The brand’s collections are made in small batches, ethically produced in the UK and crafted using carefully chosen sustainable materials. Every piece is vegan, traceable and created with a clear intention: to offer clothing that feels good, looks uplifting and treads as lightly as possible on the planet.

For founder Franny, Wild Clouds was born from both personal frustration and professional experience. After spending over 15 years working in fashion and retail supply chains, she became increasingly disillusioned with the throwaway culture that dominates much of the industry. Rather than accept the lack of sustainable, joyful and wearable clothing available, she decided to create something different.

The result is a brand that brings together slow fashion principles, considered design and a love of whimsical prints inspired by nature, comfort and the unusual. Wild Clouds’ pieces are designed to be lived in: soft enough for sleep, stylish enough for the day and durable enough to be loved for years.

We spoke with Franny about the inspiration behind Wild Clouds, the importance of fabric choice, what makes ethical loungewear truly sustainable and the bedtime rituals she swears by for a better night’s sleep.

After working for many years in the fashion and retail supply chain, I grew disenchanted with the throwaway culture of the fashion industry. I had seen first-hand how quickly clothing could be produced, bought, discarded and replaced, and I became increasingly uncomfortable with that cycle.

I started changing my own buying habits for the better. I became much more conscious about what I was purchasing, where it came from and how long I expected it to last. I wanted to buy fewer things, but better things. I wanted pieces that had been made responsibly, from sustainable fabrics, with proper consideration for the people involved in making them.

Eventually, the day came when I couldn’t find clothing that met my sustainability standards. I was looking for something that felt joyful and wearable, but also aligned with my values. I wanted clothes that were made ethically, using natural and planet-friendly materials, without compromising on design. When I couldn’t find exactly what I was looking for, I decided to make my own. That is when Wild Clouds was born.

Combining my love of the unusual with my background in supply chain, what emerged was a collection of versatile wardrobe pieces in unique, whimsical prints. I didn’t want to create basics that felt bland or overly minimal. I wanted Wild Clouds to have personality, to feel uplifting and to bring a little delight into everyday routines.

Staying true to my principles and using my 15 years of retail supply chain experience, I spent a lot of time researching local production and the most planet-friendly materials available. From the beginning, it was important to me that Wild Clouds was not only beautiful and comfortable, but also transparent, traceable and responsible.

For us, it starts with the prints. Our print concepts all begin in-house, taking influence from nature and all things weird and wonderful. We love designs that feel playful, uplifting and a little unexpected. Sleepwear and loungewear are such personal items; they are what you wear during your quietest moments. I think they should make you feel happy, relaxed and completely yourself.

But what really sets Wild Clouds apart is the level of thought that goes into every component. Using my supply chain and purchasing experience, I spent a long time deciding not only what our main fabric should be, but also what trims we should use. I wanted to understand what was the most long-lasting, the most natural and the most people- and planet-friendly option available.

Sustainability is not just about choosing one organic fabric and stopping there. It is about looking at the whole garment. That includes the buttons, the elastic, the thread, the packaging, the factories and the supply chain. Every choice has an impact, and we try to make those choices as carefully as we can.

Our buttons, for example, are made in the UK from eco-friendly corozo nut. Corozo is a sustainably harvested natural material that supports communities in Ecuador. It is sometimes referred to as vegetable ivory because it has a beautiful, durable quality, but without the environmental and ethical issues associated with animal-derived materials.

Our elastic is made in Austria from organic cotton and natural rubber. It actually has a longer lifespan than conventional elastic, but it is eventually biodegradable, unlike conventional polyester elastic. These details may seem small, but they matter. When you are creating clothing that is intended to last, every element needs to be carefully considered.

We also make in small batches, which allows us to avoid unnecessary overproduction. Fashion has a huge problem with excess stock and waste, and we wanted to build a different model. Producing in smaller runs means we can be more mindful about demand and reduce waste wherever possible.

Wild Clouds is also vegan. For some people, that is an essential part of shopping consciously, and for us it was a natural decision. We wanted to create pieces that aligned with a broad range of ethical values, without compromising on quality, comfort or design.

Our signature organic cotton and linen blend is made from naturally grown fibres that use less water than conventional cotton. Fabric choice was one of the most important decisions we made when creating Wild Clouds, because sleepwear and loungewear need to feel comfortable against the skin while also being durable and responsible.

Our 100% organic cotton is OCS certified, which stands for Organic Content Standard, and is grown in Turkey. Organic cotton was important to us because it is not grown with toxic agrochemicals. That makes a meaningful difference to the surrounding environment, local waterways, soil health and the people who grow and harvest the crop.

There is also a significant difference in water impact. According to the WWF, an organically grown cotton T-shirt uses 2,457 fewer litres of water than a conventionally grown cotton T-shirt. That is a huge saving, especially when you consider the scale of global cotton production.

Our linen is grown in Europe. Linen is made from flax, a resilient natural crop that can grow in poor soil and is typically rainfed in showery Europe. Flax is a wonderful plant because it requires fewer inputs than many other fibres and is naturally strong. In fact, growing flax and weaving it into linen is the least water- and energy-intensive part of a linen garment’s life cycle.

Most of the water usage associated with linen comes later, through washing and ironing the finished garment. That is why we encourage our customers to wash their clothes sparingly and use an eco wash wherever possible. Caring for clothing properly is a huge part of sustainability. The longer a garment lasts, and the less energy and water used in its care, the lower its overall impact.

The blend of organic cotton and linen gives us the best of both worlds. Cotton brings softness, while linen adds strength, breathability and a beautiful natural texture. Together, they create a fabric that is comfortable enough for sleep, breathable enough for warmer nights and substantial enough to wear around the house during the day.

For sleepwear, breathability is especially important. Natural fibres help regulate temperature and allow the skin to breathe, making them ideal for pyjamas, robes, jumpsuits and loungewear. We wanted Wild Clouds pieces to feel good not only when you first put them on, but throughout the night and into the morning.

Sourcing organic cotton was also important because of the wider environmental benefits. The Soil Association has reported that the water pollution impact of organic cotton has been shown to be significantly lower than non-organic cotton production. Organic cotton also has a much lower grey water footprint, which refers to the amount of water required to dilute pollutants in order to reach water quality standards.

Another benefit of organic cultivation is that it improves local soil health. Healthy soil absorbs water during floods like a sponge and retains moisture during dry periods, which is especially helpful during drought. When people talk about sustainable fashion, the focus is often on the final product, but we believe it is just as important to look at how the raw materials are grown and how they affect the ecosystems around them.

Traceability is incredibly important. When you are making ethical clothing, you need to know where things come from. It is not enough to say that something is sustainable; you have to be able to understand and explain your supply chain.

Because of my background, I knew from the beginning that I wanted Wild Clouds to have a fully traceable supply chain. That means knowing where our fabrics are sourced, where our trims come from, where our garments are made and who is involved at each stage.

We chose to manufacture in the UK because it allows us to work more closely with our makers and keep production local. Local production gives us greater visibility, reduces transport distances and supports skilled garment workers closer to home.

For a small brand, this way of working is not always the easiest or cheapest option. But for us, it is the right one. We are not interested in producing large volumes at the lowest possible cost. We want to create thoughtful pieces that have been properly made, by people who are treated fairly, using materials we believe in.

Consumers are becoming much more aware of greenwashing, and rightly so. A lot of brands make broad sustainability claims without giving much detail. We want to be transparent about what we do, what we use and why we make the decisions we make. We are always learning, and we know there is always room to improve, but traceability gives us a strong foundation.

I love the idea of clothing that can move through different parts of your day. For many people, the line between sleepwear, loungewear and daywear has become much softer, especially with more people working from home. You might wake up, make coffee, answer emails, do the school run, relax in the evening and then head to bed. I wanted Wild Clouds pieces to feel appropriate for all of those in-between moments.

Comfort is always at the centre, but I do not think comfort has to mean shapeless or boring. A good jumpsuit, a beautiful pair of pyjamas or a relaxed robe can make you feel put together while still feeling completely at ease.

The prints are a big part of that. They bring personality and joy, which makes the pieces feel more like clothing you want to be seen in, rather than something you only wear when no one is looking. We want our customers to feel good in Wild Clouds, whether they are curled up on the sofa, working from home or easing into a slow Sunday morning.

Versatility is also more sustainable. If you can wear something in multiple ways, you get more use out of it. The more often you reach for a garment, the more valuable it becomes in your wardrobe. That is a key part of buying less but buying better.

I find all feedback rewarding. For a customer to take the time to give feedback must mean the item made an impact, and thankfully it has always been positive.

Hearing customers talk about the quality and the uplifting prints makes the team very happy in particular. Quality is something we work hard on, so when people notice that, it means a lot. We want customers to feel the difference when they put on a Wild Clouds piece. We want the fabric, fit, finish and design to feel considered.

The comments about the prints are also lovely because they are such a personal part of the brand. We put a lot of thought into creating designs that feel distinctive and joyful. When customers say a print has made them smile or that wearing one of our pieces has brightened their day, that feels really special.

There is something intimate about sleepwear. These are pieces people wear during their quiet moments, their restful moments, their personal routines. Knowing that Wild Clouds can be part of that in a positive way is very rewarding.