Classic, timeless pieces made from quality fabrics and finishes. That’s what you can expect from Australian sleepwear label Jasmine and Will. Founder Jasmine Lindsay first conceived the label as a passion project while working in the finance industry.
“I started [the label] in 2015 when I was living and working in Dubai. But essentially it was born out of me not being able to find classic, quality, accessibly priced sleepwear in Australia when I was coming home, and so I decided to give it a whirl,” she says.
Since then, the label has evolved from women’s sleepwear to loungewear for the whole family – including men’s and children’s collections. Jasmine and Will has been worn by the likes of Elle Macpherson and Lara Worthington. And now – forced, like many labels, to change direction since the pandemic hit – Jasmine and Will has launched an entirely Australian-made loungewear collection, fitted with the officially recognised Australian Made logo.
The collection launched in July with two tracksuit sets, one in oatmeal and one in navy. Each is made from 100 per cent cotton terry, backed with baby loop cotton. The mid-rise pants feature a dropped crotch and taper at the ankle. Pair them with the matching scooped-bottom sweatshirt for an effortless at-home look – or layer them with a trench and sneakers to hit the streets. The pieces are sold as a set for $305.
Lindsay hopes the move to Australian-based production is the beginning of a long-term project for the brand, but admits it will be hard to fund. “We will see how the market responds. Our biggest barrier for producing locally is the exorbitant cost to do it. And unfortunately, with sleepwear, there is a barrier to how much people are willing to pay. The cost for us here is about five times the cost of producing overseas. So, to pass that on to the consumer is pretty difficult, which means we eat at our own margin – but it’s something I’ve always wanted to do,” she says.
Usually, the bulk of the label’s production happens in China – although the Sydney-based team will design, spec and garment tape everything in Australia, as well as monogramming in-house at its Woollahra office.
