#1: Lazy on Purpose in Day-jamas
Conscious brands meet the mood of 2025
Welcome to Punchmag. Read on for all the talk, trends and titbits on B Corp and impact brands.
Hey, is she wearing pyjamas in the supermarket? Oh yes.
What started during Covid with our need for comfort and care has, according to international trend platform, WGSN, ramped up to an all-time high.
Or perhaps ‘ramped down’ is a better description? With AI upstaging us on the productivity front and too many world crises to compute, consumers are embracing lazy lolling as therapy.
Enter the ‘day-jama’, a piece of apparel that’s been around for a while but is hitting its stride (hitting the sofa?) for 2025. Pyjamas but luxe and wear-anywhere.
Sustainable sleepwear specialists, Clementine, are leading the way with a GOTS-certified silk Tshirt dress to wear in or out. Plus, they’re taking selfcare one step further with silver ions infused into silk hair bonnets, masks and pillowcases. The luxurious fabric apparently works double duty as you snooze, bringing skin relief, repairing hair and eliminating bacteria.
For stunning organic cotton pjs in exotic prints, see B Corp Desmond & Dempsey. Once you’ve bought a pair, why not pour some Coaltown coffee, boil a free range egg, then loll back and enjoy D&D’s physical print newspaper dedicated to the ‘art of leisure’. If your survival plan is to embrace more of doing nothing, may as well make it stylish and good for the planet.
And quite frankly, today’s consumer has more time to do less since we’re also throwing the idea of life ‘milestones’ out of the window in favour of ‘minorstones’.
With too much pressure to marry by a certain age or hit a career goal by a certain point, we’re carving out our own timelines and celebrating everyday moments. Hemp dog wear brand, Bohemi, offers a birthday dog bandana to celebrate your pet’s birthday while jewellery and paper goods specialist, A Beautiful Story, reminds us to ‘enjoy the little things’ with a range of understated greetings cards.
Which mile or minorstone are you currently celebrating?
The Punchmag. 7
What’s been happening in the world of B Corps this week?
Are you a Mocha Mousse or a Future Dusk? Pantone and WGSN have both named their ‘colour of the year’. No coincidence in the current consumer mood that these feel like cocooning, grounding, warming shades that answer our desire for comfort. Spot highlights of Future Dusk all over sustainable swimwear brand MF Sea’s Made to Order page and latest collections.
B Corp DELI LITES IRELAND is helping to tackle rumbling tummies in classrooms across Northern Ireland. On the heels of its successful community program launched with a local primary school last year, come plans to deliver more sandwiches to hungry kids as part of its DELI LITTLES initiative. Ham and cheese, anyone?
Becoming a B Corp - worth it or nah? B Lab Europe’s latest report reveals considerably higher revenue and workforce growth for B Corps compared to their non-B Corp counterparts during 2019-2022. Plus, a positive or at least neutral effect on the finances and steady growth all round. Probably worth it then, yes?
Pioneers of the paper wine bottle, When in Rome sold over 1,000,0000 cans of wine in 2024. Grazie mille! But sustainability as a consumer priority might be sliding backwards as pinched pockets push Gen Zs and millennials to place value over values. But about that paper wine bottle. Inspiring, right?
We’ve covered sandwiches and wine. Let’s get to dessert. B Corp yummy brand Jude’s Ice Cream partnered with charity Home for Good last year to raise donations on social media that will see more homes found for kids in care. Betty Williamson Weddings and The Blueprint are also donating profits. Could your business be next? Download Home for Good’s Business Support Pack for more details.
Take a break from the gloomy UK weather to get lost in Cerveja Praya’s happy Brazilian vibes. As Brazil’s first brewery to be B Corp certified, Cerveja Praya supports local conservation, nature and recycling initiatives to live out its commitment to be an authentic local craft brewer that supports the community around it. And such great graphics too.
Last stop, B Corp fashion shirt brand With Nothing Underneath is a problem to me - I want every single item in the shop. And after securing £2.5 million in investment last November, it feels like this brand’s star is set to rise. Watch this space.
Copy we like.
An ad designed by a student for Muddy Bites that perfectly sums up the mood of celebrating “minorstones”.
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