PJs are back in fashion for recession nights-in

Men’s pyjamas, which peaked in popularity in the 1970s when TV comedians Morecambe and Wise wore them in bed, are fashionable again. Sales of full-length night-garments have risen by 30 per cent in the last year, according to market researchers TNS.



Shops say that instead of splashing out money on going out men are lounging around in the evening in pyjamas, while couples spending less in pubs and restaurants are spending more time having sex.

Sales of men’s pyjamas rose from £22m to £33m between 1999 and 2009. TNS’ fashion expert, Elaine Giles, said that pyjamas – derived from the loose-fitting Asian paijama trousers – had become increasingly accepted, particularly among young men.

In 1999, just 4 per cent of male pyjama buyers were under 25; this year the figure was 22 per cent. Over the same period, the proportion of middle-aged and pensioner buyers aged over 55 had dropped from 70 to 40 per cent.

Young men are not the only ones wearing “jim jams” or “PJs”, though; sales of women’s pyjamas trebled in the past decade from £32m to £93m.

However TNS said that the rise in women’s pyjamas was steady, when compared with the surge in men’s pyjamas in the past year.

Debenhams reported a 45 per cent increase in sales of male jim-jams, suggesting that men were changing out of suits and into pyjamas at the end of a hard day.

“Instead of being worn just at night, we have seen a rise in pyjamas as ‘loungewear’. Jersey fabric is now commonly used in pyjamas and is a lot cosier than traditional stiff cotton,” a spokeswoman said.

“Men’s nightwear has shaken off its ‘Wee Willie Winkie’ image and the new designs and fabrics have made them appealing to men and women again.”

At John Lewis, men’s pyjama sales rose 10 per cent on last year, with its own-brand pyjamas doing “extremely well”.

Alongside the demand for pyjamas, shops have noticed a mini-boom in lingerie. John Lewis which reported a 21 per cent spike in contemporary fashion lingerie, said: “Premium-priced pure silk styles have been doing especially well over the last two months showing a 90 per cent increase in sales on last year.

“We have definitely seen a trend for boudoir inspired lingerie as opposed to basic products.”

At Debenhams, sales of basques rose by 45 per cent, suspenders 50 per cent and fishnet stockings 83 per cent. The most popular fabrics were silk, satin, and black lace while animal print was a popular design. The store said: “Many couples in Britain are now spending more time together than ever before and are rediscovering the benefits of nights in.”

At TNS, Elaine Giles said that while, at first hand, increasing sales of hum-drum pyjamas and glamorous lingerie were contradictory, there could be an explanation – while both men and women wanted loose fitting clothing to “slob around in”, women wanted to “make a special effort” to counter that by wearing racy under-garments.

Life and Style
ebookNow available in paperback
ebooks
ebookPart of The Independent’s new eBook series The Great Composers
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Fashion

    Recruitment Genius: Key Sales Account Manager - OTE £35,000

    £25000 - £35000 per annum: Recruitment Genius: Have you got a proven track rec...

    Recruitment Genius: Sales Executive - OTE £40,000

    £15000 - £18000 per annum: Recruitment Genius: This is a great opportunity for...

    Recruitment Genius: Senior Designer / Design Director

    £38000 - £48000 per annum: Recruitment Genius: This B2B content marketing agen...

    Austen Lloyd: Law Costs HOD - Southampton

    £50000 - £60000 per annum + Excellent Salary: Austen Lloyd: An outstanding new...

    Day In a Page

    Syrian conflict is the world's first 'climate change war', say scientists, but it won't be the last one

    Climate change key in Syrian conflict

    And it will trigger more war in future
    How I outwitted the Gestapo

    How I outwitted the Gestapo

    My life as a Jew in wartime Berlin
    The nation's favourite animal revealed

    The nation's favourite animal revealed

    Women like cuddly creatures whilst men like creepy-crawlies
    Is this the way to get young people to vote?

    Getting young people to vote

    From #VOTESELFISH to Bite the Ballot
    Poldark star Heida Reed: 'I don't think a single bodice gets ripped'

    Poldark star Heida Reed

    'I don't think a single bodice gets ripped'
    The difference between America and Israel? There isn’t one

    The difference between America and Israel? There isn’t one

    Netanyahu knows he can get away with anything in America, says Robert Fisk
    Families clubbing together to build their own affordable accommodation

    Do It Yourself approach to securing a new house

    Community land trusts marking a new trend for taking the initiative away from developers
    Head of WWF UK: We didn’t send Cameron to the Arctic to see green ideas freeze

    David Nussbaum: We didn’t send Cameron to the Arctic to see green ideas freeze

    The head of WWF UK remains sanguine despite the Government’s failure to live up to its pledges on the environment
    Author Kazuo Ishiguro on being inspired by shoot-outs and samurai

    Author Kazuo Ishiguro on being inspired by shoot-outs and samurai

    Set in a mythologised 5th-century Britain, ‘The Buried Giant’ is a strange beast
    With money, corruption and drugs, this monk fears Buddhism in Thailand is a ‘poisoned fruit’

    Money, corruption and drugs

    The monk who fears Buddhism in Thailand is a ‘poisoned fruit’
    America's first slavery museum established at Django Unchained plantation - 150 years after slavery outlawed

    150 years after it was outlawed...

    ... America's first slavery museum is established in Louisiana
    Kelly Clarkson: How I snubbed Simon Cowell and become a Grammy-winning superstar

    Kelly Clarkson: How I snubbed Simon Cowell and become a Grammy-winning superstar

    The first 'American Idol' winner on how she manages to remain her own woman – Jane Austen fascination and all
    Tony Oursler on exploring our uneasy relationship with technology with his new show

    You won't believe your eyes

    Tony Oursler's new show explores our uneasy relationship with technology. He's one of a growing number of artists with that preoccupation
    Ian Herbert: Peter Moores must go. He should never have been brought back to fail again

    Moores must go. He should never have been brought back to fail again

    The England coach leaves players to find solutions - which makes you wonder where he adds value, says Ian Herbert
    War with Isis: Fears that the looming battle for Mosul will unleash 'a million refugees'

    The battle for Mosul will unleash 'a million refugees'

    Aid agencies prepare for vast exodus following planned Iraqi offensive against the Isis-held city, reports Patrick Cockburn