# Mental Health-Supporting Sleepwear 'Pjoys' is a Purpose-Driven, Sustainable Cotton Pyjama Brand By Laura McQuarrie | Published 2018-10-10 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/cotton-pyjama References: [campaignlive](https://www.campaignlive.co.uk/article/livity-co-founder-launches-purpose-led-pyjama-brand/1495491) & [crowdfunder](https://www.crowdfunder.co.uk/pjoys) 'Pjoy' is the name of a new purpose-led, [sustainable cotton pyjama brand](https://www.trendhunter.com/trends/routine-sleep) that is on a mission to "make mental health an everyday conversation." While enjoying a day in one's pyjamas can be seen as a relaxing luxury, living in pyjamas for an extended period can also represent a time of struggle in one's life—with its sleepwear, Pjoy aims to capture the dual symbolism of PJ day. By sharing [eco-friendly sleepwear](https://www.trendhunter.com/trends/evercool-cooling-pajamas) with designs by artists, Pjoy will help to support mental health charities and projects with The Pjoys Foundation through GivingWorks.org. In addition to being made of 100% sustainable cotton, the digitally printed pyjamas feature buttons made from Corzo nuts. Pjoy is currently crowdfunding on Crowdfunder and pledges to donate 5% of its campaign total to Place2Be, a leading national children's mental health charity. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 11% | Activity: 26% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### What's Driving This Trend - **Sustainable Sleepwear:** Opportunity to disrupt the sleepwear industry by creating eco-friendly pyjamas that support mental health causes. - **Artistic Designs:** Disruptive innovation opportunity to create digitally printed pyjamas with designs by artists, combining fashion with mental health advocacy. - **Crowdfunding for Causes:** Potential for disrupting the crowdfunding industry by supporting mental health charities through a purpose-led sleepwear brand. ### Who This Affects Most - **Fashion:** Disruptive potential in the fashion industry by introducing sustainable and purpose-driven sleepwear that raises awareness for mental health. - **Charitable Organizations:** Opportunity for disruptive innovation in the charitable sector by partnering with purpose-driven brands that donate a portion of their proceeds to mental health causes. - **Crowdfunding:** Potential to disrupt the crowdfunding industry by highlighting the power of supporting mental health initiatives through crowdfunding campaigns. ## Related on Trend Hunter - [Inclusive-Forward Cheeky Pajamas](https://www.trendhunter.com/trends/homebody-sleepwear-collection.md) - [Vintage-Inspired Sleep Sets](https://www.trendhunter.com/trends/sleep-sets.md) - [Wellness-Focused Sleepwear Lines](https://www.trendhunter.com/trends/wearable-wellness-collection.md) - [Sustainable Canadian-Made Sleepwear](https://www.trendhunter.com/trends/sons.md) - [Parisian Altheisure-Style Sleepwear](https://www.trendhunter.com/trends/bed-sleepwear.md) - [Premium Sleepwear Brand Collaborations](https://www.trendhunter.com/trends/the-sleepy-sloth.md) - [Affordable Bamboo Sleepwear Collections](https://www.trendhunter.com/trends/bamboo-sleepwear-collection.md) - [Viral Oversized Waistband Hoodies](https://www.trendhunter.com/trends/unfinished-apparel.md) - [Sustainably Chic Sleepwear Collections](https://www.trendhunter.com/trends/half-asleep.md)