// Joe Browns has introduced a new loungwear offer to tap into the trend of consumers dressing for comfort
// The collection is named ‘Sloe Joes’ and will span cardigans, hoodies, joggers, yoga tops and leggings
Joe Browns has introduced a new loungewear and pyjama collection called Sloe Joes to tap into the trend of consumers dressing for comfort.
The move follows a successful trial of the categories last year. The full collection will span 35 options in 17 colours and will feature Joe Browns’ signature bright floral prints.
The range is designed to be worn both inside and outside the home and includes cardigans, wide leg trousers, hoodies, jumpers, joggers, yoga tops, leggings and camisoles.
Prices will range between £20 and £60.
Joe Browns buying director Jane Reik said: “It’s fair to say that the relaxed, dressing down trend is firmly here to stay. Sloe Joes leans firmly into this.
“Be it a lazy Sunday morning, a well-deserved staycation, the work zoom meeting or your local yoga class -we have a solution that ticks both the style and comfort boxes alongside Joe Browns amazing value.”
READ MORE: Joe Browns sales boosted by a ‘cracker’ of a Christmas
Dressing for comfort has been a big trend since the pandemic and was featured heavily during London Fashion Week last month, with designer Roksanda Ilinic adding loungewear to her collection.
Sloe Joes will be available to buy directly on Joe Browns’ website as well as via its retail partners, which include Very, Next and Freemans.
The retailer posted soaring Christmas sales, with sales up 68% year on year over the golden period. Joe Browns aims to turn over £100 million of annual sales by 2026.
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