When sister-duo Sarah Kate Price and Anna Connolly first became members of the Master of Business Creation (MBC) program at the University of Utah’s David Eccles School of Business, they hoped they were on the path to become a “pajampire.”
The sisters are co-founders of West of Breakfast, which sells “luxury pajamas with personality.” They’re pajamas you can wear long after breakfast as the sun moves west throughout the day. They can be worn from the bedroom to the boardroom and everything in between.
Price spent a few years working in the fashion industry in New York City, where she learned that people look their best when they feel comfortable and feel their best when they know they look good. If Price and Connolly could wrap comfort and style into one product, they knew that they were onto something.
While athleisure has been on the rise for many athletic brands, there’s a new trend on the horizon: nap leisure. “A lot of these clothes that we’ve typically thought of as wearing to bed, wearing to lounge around the house, are actually making their way more and more into their everyday wardrobes,” Price said. West of Breakfast is at the forefront of dominating nap leisure. Clothes that can be worn in multiple settings offer variety and flexibility to those who want to balance stylish clothes for a night out or comfortable clothes for a night in.
“I think pajamas are so great right now as we see this movement toward comfort and style being prioritized and really being able to focus on nap leisure as a comfortable fashion-forward movement,” Connolly said.
Price and Connolly are excited for the future of West of Breakfast as they set their marketing plan into action. They also plan on expanding their product lines in new areas within fashion.
Find this article and a lot more in the 2022 “Student Innovation @ the U” report. The publication is presented by the Lassonde Entrepreneur Institute to celebrate student innovators, change-makers, and entrepreneurs.