Yawn
Rated: Good
Price: $$
Location: UK
Quick verdict
Yawn is best for quality-conscious sleepers seeking genuinely ethical, luxury-feel pyjamas at mid-range prices. This tiny, bootstrapped UK brand punches far above its weight with a notably strong certification portfolio: GOTS, SA8000, OEKO-TEX — a bespoke 284-thread count organic cotton sateen, and corozo nut buttons. The 4.9/5 Feefo rating from ~1,994 verified reviews and four consecutive Platinum Trusted Service Awards speak volumes. Caveats include a very small team, no independent sustainability rating, and no circularity programs.
Key info
- Headquarters
- London, UK
- Founded
- 2014
- Product categories
- Loungewear
- Price range
- $$
- Key certifications
- GOTS (organic cotton fabric), SA8000 (social accountability at Indian factory/mills), ISO 9001:2008, OEKO-TEX 100
Yawn sustainability rating
Our ratings are based on a scale from 1 (We Avoid) to 5 (Excellent). How we rate
Rating breakdown
Bespoke 284-thread count organic cotton sateen (nearly double the standard 150), GOTS certified. Corozo (natural nut) buttons instead of plastic. Additional materials include organic cotton twill, micro-modal jersey, and cashmere-merino blends. All harmful substance tested to OEKO-TEX 100 standard.
SA8000 certification at Indian factory and mills, One of the most rigorous social accountability standards covering fair remuneration, child labor, forced labor, and working conditions. ISO 9001 quality management. Some production in Portugal for jersey items.
GOTS organic cotton eliminates pesticides and reduces water impact. Goods ship by sea freight wherever possible. Recyclable cardboard packaging. However, no carbon footprint data, no formal environmental targets, no take-back or circularity program.
Certifications are well-documented and verifiable (GOTS, SA8000, OEKO-TEX, ISO). Manufacturing countries disclosed (India, Portugal). However, no sustainability report, no full supplier list, and too small to be assessed by major sustainability platforms.
Pyjama sets at ~£95 (~$120) offer exceptional value for 284-thread count GOTS organic cotton sateen with SA8000-certified production, Significantly more affordable than competitors like Olivia von Halle or Deiji Studios at similar or lower quality. 4.9/5 from ~1,994 Feefo reviews validates the quality proposition.
What they do well
- Exceptionally strong certifications for a micro-brand: GOTS, SA8000, OEKO-TEX 100, and ISO 9001 represent a certification portfolio most brands ten times Yawn's size don't achieve. SA8000 is particularly noteworthy as one of the most rigorous social accountability standards.
- Outstanding customer satisfaction: 4.9/5 Feefo rating from ~1,994 verified reviews with four consecutive Platinum Trusted Service Awards. This is an exceptional track record for any brand, let alone a micro-operation.
- Premium materials at accessible prices: Bespoke 284-thread count organic cotton sateen (nearly double the 150-thread standard) with corozo nut buttons, at pyjama set prices (~£95) well below comparable luxury sleepwear brands.
- Bootstrapped independence: No external investors; growth funded through founder loans and organic revenue. Founder Alice Whiteley: "Growth at Yawn comes from happy customers and word of mouth, not investors."
- Thoughtful details throughout: Corozo nut buttons instead of plastic, sea freight shipping where possible, recyclable packaging, and a partnership with The Orange hotel (Cubitt House) in London.
Room for improvement
- No independent sustainability rating or B Corp certification: Not assessed by any major platform due to micro-brand scale, though the brand aspires to achieve B Corp.
- No circularity or take-back programs: No repair services, recycling initiatives, or end-of-life options for worn pyjamas. No carbon footprint data or formal environmental targets published.
About Yawn
Yawn was developed from 2012 and officially launched in 2014 by Alice Whiteley, an Oxford PPE graduate and former McKinsey consultant, with creative co-founders Phil and Roly from design agency Without Studio, Headquartered in London, this is an extremely small, independently owned operation with likely fewer than 10 employees and no external investors.
The core material is a bespoke 284-thread count organic cotton sateen, GOTS certified, nearly double the standard 150-thread count. Corozo (natural nut) buttons replace plastic throughout. Other materials include organic cotton twill, micro-modal jersey, and cashmere-merino blends. Manufacturing takes place in India (main production, SA8000 and ISO 9001 certified) and Portugal (jersey items and socks). Packaging uses recyclable cardboard, and goods ship by sea freight wherever possible.
Despite its tiny scale, Yawn has earned a 4.9/5 Feefo rating from ~1,994 verified reviews and four consecutive Platinum Trusted Service Awards. The brand has been featured in the Financial Times "How To Spend It" and retails through Arnotts (Dublin) and Galeries Lafayette. Alice has openly discussed challenges of running a small business through Brexit and COVID, describing a period of "quiet but purposeful renewal."
Product highlights
Sky Ramble Pyjama Set
284-thread count GOTS organic cotton sateen pyjama set with corozo nut buttons, blue print
~£95 (~$120)
Core offering showcasing the brand's signature double-thread-count organic sateen at an accessible luxury price
Ms Greenhouse Pyjama Set
Organic cotton sateen pyjama set in cream with botanical print, SA8000-certified production
~£95 (~$120)
Demonstrates the brand's distinctive illustrative prints that set Yawn apart from minimalist competitors
Pixie Nightshirt
Organic cotton nightshirt in blue, relaxed fit with corozo buttons
~£69 (~$88)
Versatile single-piece option at a lower entry price than the full pyjama sets
Port in a Storm Nightdress
Organic cotton grey nightdress in the brand's signature sateen weave
~£65 (~$83)
Most affordable garment in the collection; same 284-thread count quality as the flagship sets
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