Two years ago, Benedikt asked me if I could help him a little with VON LOEBELL Collection. A few ideas here, a bit of strategy there, maybe some thoughts on positioning, communication, the usual “let’s make this sharper” kind of thing.
And then, somehow, I was designing the first pyjamas in 2025 - and born were our prints Clouds and Kush.
Which, to be fair, is exactly how many good things start: with a harmless conversation, a shared sense of taste and one person saying, “What if we did this a little differently?”
Benedikt had already created the foundation of VON LOEBELL Collection: beautiful cotton pyjamas, made in India, with that very particular charm of something that feels both relaxed and dressed-up. Pieces you could wear at home, yes, but also very much outside - to coffee, to dinner, to the beach, to a party, to wherever the day decides to take you.
For me, the magic of VON LOEBELL was never just “nice pyjamas.” It was the attitude. The tiny rebellion of wearing something incredibly comfortable and still looking like you absolutely meant to be seen. The idea that you do not have to choose between being cosy and being fabulous. The fact that a pyjama can be a full look, a mood, a personality and, honestly, sometimes the best outfit in the room.
So we started building a brand.
First through a little bit of Social Media. Then through creative direction. Then through new prints, campaigns, shoots, newsletters, ideas that became products, jokes that became taglines, and a brand world that became more and more us.
Benedikt brings the eye for quality and the calm belief that good things take time. I bring the storytelling, the “this is funny but also actually very strategic” energy. Somewhere between those two worlds, VON LOEBELL Collection started to become what it is today: a contemporary lifestyle brand with a lot of charm, a lot of confidence and absolutely no interest in staying politely in the bedroom.
Our shared vision is simple. We want to create pieces that make life feel lighter.
Easy, colourful, comfortable and confident. Clothes for people who like to look cool but also like lying on a sofa. People who enjoy good hotels, good food, long lunches, spontaneous evenings, soft cotton and a little color in the print department.
And that brings us to the new June drop: Macrodose and Purple Gossip.
Macrodose is exactly what it sounds like: a little trippy, a little cheeky, a little “did someone put something in the iced coffee?” It is playful, bold and made for anyone who believes that getting dressed should occasionally feel like entering a better mood. The print has that strange, happy, slightly surreal energy we love - colourful without being childish, fun without losing its cool.
Purple Gossip, on the other hand, is pure mischief.
It is glamorous, juicy, confident. The kind of print that looks like it knows something. Purple Gossip is for brunches that turn into drinks, hotel corridors, garden parties, “I just threw this on” moments and the very specific pleasure of being comfortable while everyone else is trying too hard.
Both prints come from the same place: our love for lightness.
The world gives us enough beige behavior. We want colour. Movement. Humour. A bit of escapism. Something you put on and immediately feel a little more awake, a little more yourself, a little less interested in boring rules about what belongs where.
Because that is really the VON LOEBELL idea.
Wear them at home.
Wear them outside.
Wear them to breakfast, to dinner, to the airport, to the pool, to the party, to the afterparty, to the thing you said you would only “quickly stop by” and then accidentally stayed at for six hours.
Wear Them Everywhere.
Macrodose and Purple Gossip are our newest little creatures. Comfortable, colourful, confident and absolutely ready to leave the house.
As they should.