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.

FootballGerman sparks three goals in four minutes at favourite No 10 role
Rumer was diagnosed with bipolarity, attention deficit hyperactivity disorder and post-traumatic stress disorder: 'I was convinced it was a misdiagnosis'
peopleHer debut album caused her post-traumatic stress - how will she cope as she releases her third record?
A long jumper competes in the 80-to-84-year-old age division at the 2007 World Masters Championships
Life and Style
ebooksA superb mix of recipes serving up the freshest of local produce in a delicious range of styles
Life and Style
ebooksFrom the lifespan of a slug to the distance to the Sun: answers to 500 questions from readers
Radamel Falcao was forced to withdraw from the World Cup after undergoing surgery
premier leagueExclusive: Reds have agreement with Monaco
Arts and Entertainment
'New Tricks' star Dennis Waterman is departing from the show after he completes filming on two more episodes
tvHe is only remaining member of original cast
Lewis Hamilton will start the Singapore Grand Prix from pole, with Nico Rosberg second and Daniel Ricciardo third
F1... for floodlit Singapore Grand Prix
Life and Style
Walking tall: unlike some, Donatella Versace showed a strong and vibrant collection
fashionAlexander Fury on the staid Italian clothing industry
Arts and Entertainment
Gregory Porter learnt about his father’s voice at his funeral
Arts and Entertainment
tvHighs and lows of the cast's careers since 2004
Life and Style
Children at the Leytonstone branch of the Homeless Children's Aid and Adoption Society tuck into their harvest festival gifts, in October 1936
food + drinkThe harvest festival is back, but forget cans of tuna and packets of instant mash
New Articles
i100... she's just started school
New Articles
Life and Style
Couples have been having sex less in 2014, according to a new survey
Arts and Entertainment
musicBiographer Hunter Davies has collected nearly a hundred original manuscripts
New Articles
i100... despite rising prices
Holly's review of Peterborough's Pizza Express quickly went viral on social media
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating

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

ES Rentals

    iJobs Job Widget
    iJobs Fashion

    Volunteer Trustee opportunities now available at The Society for Experimental Biology

    Unpaid Voluntary Position : Reach Volunteering: Volunteer your expertise as Tr...

    Early Years Educator

    £68 - £73 per day + Competitive rates of pay based on experience: Randstad Edu...

    Nursery Nurse

    £69 - £73 per day + Competitive London rates of pay: Randstad Education Group:...

    Primary KS1 NQTs required in Lambeth

    £117 - £157 per day + Competitive London rates: Randstad Education Group: * Pr...

    Day In a Page

    Scottish referendum: The Yes vote was the love that dared speak its name, but it was not to be

    Despite the result, this is the end of the status quo

    Boyd Tonkin on the fall-out from the Scottish referendum
    Manolo Blahnik: The high priest of heels talks flats, Englishness, and why he loves Mary Beard

    Manolo Blahnik: Flats, Englishness, and Mary Beard

    The shoe designer who has been dubbed 'the patron saint of the stiletto'
    The Beatles biographer reveals exclusive original manuscripts of some of the best pop songs ever written

    Scrambled eggs and LSD

    Behind The Beatles' lyrics - thanks to Hunter Davis's original manuscript copies
    'Normcore' fashion: Blending in is the new standing out in latest catwalk non-trend

    'Normcore': Blending in is the new standing out

    Just when fashion was in grave danger of running out of trends, it only went and invented the non-trend. Rebecca Gonsalves investigates
    Dance’s new leading ladies fight back: How female vocalists are now writing their own hits

    New leading ladies of dance fight back

    How female vocalists are now writing their own hits
    Mystery of the Ground Zero wedding photo

    A shot in the dark

    Mystery of the wedding photo from Ground Zero
    His life, the universe and everything

    His life, the universe and everything

    New biography sheds light on comic genius of Douglas Adams
    Save us from small screen superheroes

    Save us from small screen superheroes

    Shows like Agents of S.H.I.E.L.D are little more than marketing tools
    Reach for the skies

    Reach for the skies

    From pools to football pitches, rooftop living is looking up
    These are the 12 best hotel spas in the UK

    12 best hotel spas in the UK

    Some hotels go all out on facilities; others stand out for the sheer quality of treatments
    These Iranian-controlled Shia militias used to specialise in killing American soldiers. Now they are fighting Isis, backed up by US airstrikes

    Widespread fear of Isis is producing strange bedfellows

    Iranian-controlled Shia militias that used to kill American soldiers are now fighting Isis, helped by US airstrikes
    Topshop goes part Athena poster, part last spring Prada

    Topshop goes part Athena poster, part last spring Prada

    Shoppers don't come to Topshop for the unique
    How to make a Lego masterpiece

    How to make a Lego masterpiece

    Toy breaks out of the nursery and heads for the gallery
    Meet the ‘Endies’ – city dwellers who are too poor to have fun

    Meet the ‘Endies’ – city dwellers who are too poor to have fun

    Urbanites are cursed with an acronym pointing to Employed but No Disposable Income or Savings
    Paisley’s decision to make peace with IRA enemies might remind the Arabs of Sadat

    Ian Paisley’s decision to make peace with his IRA enemies

    His Save Ulster from Sodomy campaign would surely have been supported by many a Sunni imam