Dear dreamers,
You know how some ideas start with a business plan?
Yeah... this wasn’t one of them.
This story starts on New Year’s Eve, somewhere between a fire pit, a few flutes of bubbly, and the scent of incense wafting through the air in Mallorca. I (Alexandra - nearly fashion degree holder, Se Han founder, VON LOEBELL’s Creative Director, and unlicensed plant therapist) was mid-party when I spotted him.
He sat there, mysterious, wearing a bright blue suit covered in white clouds.
Reader, I was shook.
Not romantically, but aesthetically. It was ridiculous. It was perfect. It was the next step for VON LOEBELL and the solution for our first venture into our own designs.
And that was it. A few days later, I sent a message to Benedikt from VON LOEBELL that basically said:
"What if... pyjamas?"
Cue a few dozen WhatsApps, spontaneous strategy sessions in Vienna and Cape Town, one too many cups of chai, and a delightful AI-powered brainstorm with the brilliant Jose. From that slightly delirious creative haze emerged our first baby: The Clouds Pyjama Set.
Handprinted, 100% organic cotton, unisex, and built for dreamy people with very good taste (like you).
But we didn’t stop there.
Enter: Kush 🌿
If The Clouds was my head in the sky, then Kush was my feet (bare, in Birkenstocks) on the ground. Inspired by my deeply spiritual (read: borderline obsessive) relationship with houseplants, herbal teas, and the occasional stolen moment on my balcony, The Kush is our green queen.
Creamy organic cotton covered in handprinted hemp leaves, made with love and chai in Jaipur. Chill, clean, and slightly cheeky. It's the kind of pyjama you wear while manifesting your best life - or your next snack.
Dreams, Herbs & Mallorca
Of course, we had to return to where it all started - my hearts home, Mallorca - for our shoot. And who better to capture it all than our long-time friend and photographer extraordinaire friend, Andreas Waldschuetz? (He understood the brief: dreamy, a little trippy, and full of texture.)
We laughed, we lounged, our wonderful models posed in cotton. Honestly, it felt less like a campaign and more like a very stylish pajama party.
One Collaboration. Two Pyjamas. Infinite Dream States.
So here we are. From a spontaneous moment by a fire pit to two pieces of wearable magic: The Clouds and The Kush.
Both are handcrafted, unisex, and come with a matching pouch (which, let’s be honest, is half the reason you’re buying it). Whether you're heading to bed, yoga, or a weekend retreat in the forest, these pieces are meant to move with you.
Thanks for dreaming with us. We can’t wait to see where our pyjamas take you.
With clouds of love,
Alexandra