New Sleep Brands – February Edition 2024

Welcome to February Editions New Brands part I. Every fortnight we will be introducing four new brands to our myza platform. All our brands are carefully selected by our team of sleep experts. We welcome independent, sustainable and ethical brands (large or small) to myza. We love to receive feedback on what you think about our new brands – we source each brand based on customer demand so hopefully you will enjoy this months gems!

Brand #1


Cucumber is the brainchild of North London friends Nancy Zeffman (formerly in advertising with Saatchi & Saatchi) and Eileen Willett (ex-Nicole Farhi). They are friends who met at the school gates almost twenty years ago, and who recognised the need for a stylish, sustainable clothing and sleepwear brand that used luxurious cutting edge fabric technology for modern multi-tasking women. All pieces are made from beautifully soft, performance fabrics that are anti-crush, thermoregulating, multifunctional, easy care and simply incredibly comfortable to wear.

Cucumber is all about ‘making luxury comfortable’, creating the perfect pieces for busy lives. Sustainability and slow fashion are at the heart of what Cucumber does. Every collection is designed, sampled, manufactured, graded and warehoused all within a five-mile radius in London. All of Cucumber’s fabrics last up to six times longer than cotton, require minimal washing, energy consumption and water waste. Cucumber’s slow fashion ethos has fans in everyone from Claudia Winkleman to Lisa Armstrong. Between Nancy and Eileen, their complementary characters and continuing friendship have helped create their vision for Cucumber.


Brand #2


Nokaya, reflecting Ukrainian values of freedom and creativity, specializes in silk pyjamas, elegant slip dresses, and organic cotton loungewear, extending to youthful lingerie designed for natural effortlessness and versatile styling. This brand is not just about clothing but also promotes an emotional, aesthetic journey, honoring individuality in each design. Their silk pieces, made from superior 19 momme Mulberry silk, blend exceptional quality with affordability, upholding the principles of slow fashion. The brainchild of Tetyana Nosovska, a UAL London College of Fashion graduate, Nokaya fuses her extensive lingerie background with her artistic passion, transforming minimalist, adaptable creations into emotional narratives and embracing Ukrainian cultural nuances in every stitch.

Brand #3


Settle believe in bringing an end to the era of ugly dog beds. Never again need our beloved pet’s snooze spot be forced into the corner of a room or hidden away in a utility. Instead, they’ve reclaimed the dog bed as an interior furnishing designed to be chosen with the same intention that you select a new rug or mirror to personalise your home. Combine this with their belief that the everyday items we (and our dogs!) use, have to be sustainable, and you have a dog bed that solves real-life problems: eco-friendly and beautiful. Basically, they are here to shake up this stagnant industry and change people’s perceptions of what a dog bed can be.

Brand #4


Fussy is the sustainable deodorant backed by science. With plastic-free refills and clean effective ingredients. 

Inspired by a pebble you might find on the beach, our award-winning design features a durable outer case made with recycled plastic. And home compostable refills made from waste sugarcane which once done with will just decompose in your garden or the bin.

Backed by science, not buzzwords, our formula contains an odour neutralising probiotic that literally eats seat for breakfast. And with five refined scents that you’ll want to sniff on repeat, saving the World has truly never smelt this good. Don’t just take our word for it though, we were recently named ‘The UK’s Best Eco-Deodorant’ by Glamour Magazine and have hundreds of 5-star reviews.

By Olivia Collins

Co-founder of myza

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