When Lake first launched nearly a decade ago, co-founders Anne Read Lattimore and Cassandra Cannon wanted to offer pajamas that were classic and easy to wear. As consumers continue to seek comfort in fashion, Lake is expanding its offering to include everyday clothing with luxurious, cozy cotton sweaters.
With sweaters, the brand aims to offer its customers the same ease of the classic loungewear phenomenon in a versatile layer for all-day comfort – especially during the cold months. Following the design process that Lake meticulously applied to its sleepwear and loungewear, Lake’s co-founders say the sweaters are made from superfine, soft cotton yarns to ensure a silky-soft feel every time you wear them.
The brand has already had success expanding its clothing range, including day dresses and kaftans, released in the spring and summer seasons, and plans to add sweaters to the range annually.
Here, Read Lattimore, CEO of Lake Pajamas, talks to WWD about the evolution of the cozy category, Lake’s continued growth and the luxury of comfort.
Lake Jane sweater.
WWD: As you prepare to enter a new sweater category, can you tell us how the cozy category has evolved since you first entered the market?
Anne Read Lattimore: We started Lake almost 10 years ago because we couldn’t find pajamas that were classic, put together and easy to wear. As new moms, we spent a lot of time at home (ha, or at least we thought we were before 2020). We enjoyed the simple, most beautiful moments of life with our family, sitting around in old, worn-out sweatpants.
Honestly, we just wanted something better, so we made it ourselves. In hindsight, it seems forward-looking as we have seen casual wear booming in the market. The scope has of course evolved, but for us a lot remains the same. We remain committed to using the absolute softest fabrics we can find and designing timeless silhouettes that you will always feel comfortable in.
WWD: From a consumer behavior perspective, how has the way people shop for cozy clothing changed in recent years? How do you see the sequel?
ARL: There are many nuances to sleepwear and consumers are becoming more intelligent. At Lake, we make it a priority to recognize sleep preferences – hot sleepers and cold sleepers choose different silhouettes and fabrics, and preferences can change from season to season. In colors and prints that reflect a person’s personal style, we offer products that help consumers create a true sleep wardrobe. The importance of good sleep for our bodies can hardly be overemphasized, so there is also an element of wellness that has become increasingly important in recent years. Why not give what you wear during the day the same attention and care as what you wear when you rest and regenerate?
We realized that people value creating comfortable outdoor looks when it comes to sweaters. Once people “got” how comfortable loungewear and sleepwear were, they began to have similar expectations for their clothing. Comfort and style can definitely coexist.
WWD: In your own words, who is the brine consumer?
ARL: First and foremost, our consumer is smart. Of course, we have a lot of data to back this up, but what ultimately tells us is that she did it on purpose. She will not purchase pieces that do not serve her or her family – be it in terms of comfort, personal style, quality, utility, etc.
WWD: Why are sweaters a natural extension of the brand?
ARL: I routinely return to classic silhouettes and styles year after year. So when I add something new to my wardrobe, I always do so carefully. The same goes for expanding our product range – we never want something we don’t enjoy wearing or something that is too valuable to spend our lives on.
We wanted to add an absolutely timeless, beautifully made piece of clothing that would work in real life, and for me, sweaters are the perfect, cozy yet elegant piece of clothing that you can reach for again and again. Our robes are a wonderful way to round out the day and sometimes, honestly, I wish I could live in them. But I recognize the need to bring something more together.
I wanted to combine the lightness and softness of our sleep and loungewear into a versatile layer for all-day comfort. I’m also really happy with how great our sweaters look and feel when paired with our Pima sets and other sleep styles. It’s given me a new way to layer both inside and outside the house.
Lake Lydia sweater.
WWD: How did you approach this new category from a design perspective?
ARL: Many sweaters on the market these days are either made from high-use, dry-clean cashmere or a blend that doesn’t last long. We were extremely selective when choosing the yarns for our sweaters; Like many of our sleepwear, they are made from 100 percent cotton and feel incredibly comfortable and soft. They’re actually much softer than other knits we’ve tried, and cotton provides natural breathability at a medium weight, giving you greater durability all year round.
From then on we stuck with our tried and tested design with classic colors and silhouettes – calm, stylish and really easy to care for. Hand wash and lay flat to dry. You can take it to the cleaners, but only if you want.