Joe Browns launches Sloe Joes loungewear collection

By

Nigel TAYLOR

Published
Mar 16, 2022

As demand for leisurewear shows no sign of abating, fashion and home retailer Joe Browns has launched Sloe Joes.

It’s a new loungewear and pyjama collection that “leans into the ongoing trend of comfort and dressing down” the retailer said at launch Wednesday .

The full-on move into the category follows a smaller trial period last year and the line now spans 35 options in 17 colours, priced £20-£60 that feature the brand’s “signature, unique prints”.

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All are coupled with “soft, sumptuous fabrics that are perfect for layering up in comfort, either inside or outside the home”. 

Meanwhile, Joe Browns distinctive style is evident throughout and features fabulous florals, for what it calls "much need vibrancy, cosy blues showcasing different shades and tones and a ‘pink perfection’ story for a stylish and laid back look”.

The collection includes cardigans, wide-leg trousers, hoodies, jumpers, joggers, yoga tops, leggings and camisoles.

“With a little bit more freedom, now lockdowns have ended, it doesn’t mean we don’t still appreciate laid-back, comfortable options for the days when dressing up feels like a chore,” says Jane Reik, buying director, Joe Browns.

“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,” she adds.

Sloe Joes will be available directly from Joe Browns together with retail partners that include, Very, Next and Freemans.