In Conversation With: Nightire
Nightire pyjamas have been created with the constant list-makers, the can’t-turn-our-brains-off night owls in mind. Every tiny detail has been carefully researched, thoughtfully designed and lovingly made, for a seriously relaxing down-time and a solid night’s sleep. You can rest assured that your new sleepwear is oh-so-comfortable, unbelievably soft and temperature-regulating to boot (so say g’bye to nightsweats and hot flashes). That’s because every set is made of 100% organic bamboo – a material that is as soft as silk but so much easier to maintain. Choose from the range of pyjamas in different lengths and cuts – perfect for all kinds of weather, worn anywhere and everywhere.
We speak to Nina, the founder of Nightire about why she started the brand and what makes her pyjamas so special
Tell us a little about yourself, and what inspired you to create Nightire?
Nightire was born out of a personal quest to understand sleep, and all that it entails, a bit better. Like many women I know, I have this thing called can’t-always-shut-my-brain-off-to-go-to-sleep syndrome. I overthink everything and am that person who constantly makes lists in my head and who worries about things that I can’t change; all while lying in bed at night waiting for sleep to set in. This led to months of restless nights and tired mornings. I began doing research into what could help a person to sleep better and tried to apply it in my nightly routine: using black-out blinds, taking a relaxing bath, using no screens in the room (so g’bye Insta-sessions right before bed), and trying anything I could to keep my body temperature on an even keel. That included buying the right sleepwear, which, in turn, got me to focus on an industry that seemed like it had a lot of room for innovation (and a bit more personality) which is how the idea for Nightire came about.
How did you choose the name?
Nightire is a mash-up of Night and Attire, which it literally is 😊. I wanted to create a name that was easy to say, was totally unique (which is not that easy to do nowadays – seems like everything has been thought of!) and a name that could easily become a verb after many years of use by my customers.
What makes Nightire completely different to all the other pyjama brands out there?
Nightire’s personality is completely unique (I guess all brand owners will say this as it’s such a reflection of them, their personality, their likes and dislikes) but it is after all what makes everyone’s offering different. But more than that, Nightire’s products are all made of 100% organic bamboo fabric, so it’s a very functional product (bamboo helps to regulate body temperature while you sleep and wicks moisture away from your skin) but it’s also very beautiful – with bold, impactful prints inspired by South African summers.
Why did you choose bamboo for your sleepwear?
Fabric made from bamboo is incredibly soft with a texture like silk – smooth and luxuriously comfortable – but also, surprisingly, very strong. Bamboo fabric keeps you dry as it absorbs and evaporates sweat real quick, which keeps you comfortable in all temperatures (g’bye night sweats). That’s why it’s termed by some as ‘air conditioned clothing’. Bamboo is also antibacterial, which means the material stays fresher and odour-free longer, for a more hygienic and healthier you.
As if that’s not enough, bamboo is also extremely enviro-friendly. Because it thrives naturally without using any pesticides or fertilisers. It is seldom eaten by pests or infected by pathogens and requires no watering to survive. Bamboo is the fastest growing plant in the world and is 100% biodegradable. Another benefit (because there aren’t enough already, right?) is that it releases a significant amount of oxygen into the air, even more than trees. So, planting bamboo can help reduce carbon dioxide into the air and basically help save the planet.
If you have sensitive or allergy prone skin, you have come to the right place too. Bamboo fibre is smooth and round, which means it’s a non-irritant, and it lacks the harsh chemical treatments that can irritate the skin.
Bamboo fabric is also super practical and easily washable. The naturally antimicrobial nature of the bamboo means it retains its antifungal, anti-bacterial nature even after numerous washes.
What has been the most rewarding feedback you have received from a customer who has purchased one of your products?
I’ve popped one of my favourite reviews in here, but have literally had customers who love the product so much phone me to say it’s changed their sleep completely (often women suffering from hot flushes due to menopause).
“The pyjamas are so good, my sleep pattern is gradually improving after a long spell of naffness! A combination of Parkinson’s and hot sweats haven’t been conducive to good refreshing sleep but the pyjamas are making a difference so a huge thank you. I have always disliked wearing pyjamas up until yours.“
Of the Nightire products that we are featuring on myza, which is your particular favourite and why?
I love the pillowcases – it’s a new little extension to the range and is so soft I cannot rest my head on anything else now – it keeps my skin cool, doesn’t tug at my hair and doesn’t suck the moisture from my night creams.
Where do you see Nightire being in the next five years?
Nightire is morphing into more of a SLEEP Co than a SLEEPWEAR CO, so expanding into lots of different categories is on the cards for the next few years. So stay tuned…
What drives you, and where do you get your inspiration from?
Building this beautiful business day by day, email by email and sale by sale, drives me. I love connecting with customers, getting their feedback, creating beautiful new styles and prints and the marketing side of things most, as that is my background. I am inspired by people mostly (their habits, wants and needs, strange quirks and sayings) – and often when we travel, I will find designs and prints that get the wheels turning.
Finally, a few pearls of wisdom from you! Run us through your recipe for a great night’s sleep, and some do’s and don’ts that you recommend following, or including in a pre-sleep schedule.
A good night’s sleep begins the morning before, but the most important part of your sleep hygiene is the pre bedtime routine. So make sure to set about an hour aside to wind down well and get ready for a good snooze. The steps that I feel make a big difference to your sleep are the following: no blue light exposure (i.e. no phones, TV or laptop time) during this pre bedtime period, turn down the lights as low as possible (to help the stimulation of melatonin), make sure I have had a decent size meal so I’m not starving again before bed but not too big that my body focuses more on digesting the food than sleeping, I always write down to-do’s and anxieties in a notebook so I can be sure to get that off my brain otherwise I will stay up thinking about it, and a pillow spray makes such a difference to how lovely and indulgent it feels to get into bed. Obvs – I always sleep in Nightire for the best sleeps😊