Slip to Sleep: A Brand Born from “Care”—The Desire to Give the Best Gift to Loved Ones, Creating Thailand’s First “No-Bra Pajamas” That Truly Understand Every Woman.
Two Best Friends, One Dream
Meet Neat-Amalanan Sungsitiwong and Ewe-Wannit Boonchareontawesuk, two best friends who dreamed of starting a brand together. Even though they studied different fields—one in Communication Arts and the other in Engineering—they shared the same goal: to create a product that would improve people’s lives.
The Birth of the Brand: “Wanting to Give My Sister the Best Pajamas”
While Neat and Ewe were thinking about what kind of business they wanted to start, it just so happened that Neat’s sister’s birthday was approaching. Her sister had mentioned that she wanted pajamas, so Neat tried to find the best pajamas for her but couldn’t find any brand that stood out. This sparked the idea of creating her own pajamas, starting everything from scratch, and being able to say she designed them herself. At the same time, Ewe had a similar experience with pajamas—she normally wore foreign brands that were quite expensive. She wanted to support local Thai businesses, but after searching, she found that no Thai pajama brands particularly stood out. This made both of them think about creating a product that was affordable yet close in quality to international brands. When they saw this business opportunity, they didn’t hesitate to act on it.
Listening to Those Close to Them Is Key
Neat and Ewe started their own research by asking friends and people close to them about their “pain points”—what kind of pajamas they wanted. Interestingly, one of the responses was, “I want pajamas that don’t require a bra.” That single response gave the duo a lightbulb moment—they wanted to create “no-bra pajamas” right away. They understood that this was a common pain point for many women. Some even wore bras to bed despite the discomfort because they lived with many men in their household and felt embarrassed. Others didn’t wear bras in their bedrooms, but if they had to step out to eat or receive a package, they had to quickly put on a bra or a cover-up to avoid feeling exposed. How convenient would it be to have pajamas that allow you to do activities without needing to put on a bra and still feel covered?
Bringing the “No-Bra Pajamas” Idea to Life Worldwide
Neat and Ewe tried almost every method, from adding foam padding to pajamas to including nipple covers, but nothing seemed to work. It still didn’t feel as comfortable as they wanted because there was always something pressing against the chest. Determined not to change the no-bra sleeping experience, they wanted to create something that felt just as open and comfortable but offered more peace of mind. They kept experimenting.
One day, Ewe shared a personal experience. She mentioned that she once wore a nightgown that made her feel comfortable, but only on the side that had a pocket covering the chest. This sparked the idea to design pajamas with pockets on both sides, using extra layers of fabric to cover the chest. On the inside, the wearer would still feel like they were wearing regular pajamas.
Since every woman’s chest shape is different—high, low, far apart—Neat and Ewe had to spend a long time testing their design. They created multiple versions for people around them to try, using their feedback to make adjustments until the design fit most Thai women. This led to the brand’s signature no-bra technique: pajamas with two pockets, three layers thick.
Mindful of Every Detail
When they had finally created pajamas with the no-bra feature that met the needs of every woman, they didn’t stop there. Neat and Ewe wanted Slip to Sleep to be the most comfortable sleepwear brand. They believed the pajamas had to be “comfortable to the eyes, body, and mind.” They chose a new fabric for the Thai pajama market: 100% natural cotton woven using a satin technique. The fabric was soft, breathable, didn’t absorb sweat, and felt much softer than regular cotton. On top of that, they incorporated color therapy, believing that the color of the pajamas could affect the mood of the wearer. Cooler tones that were soothing to the eyes would help the wearer relax and sleep better.
Committed to Getting Better
By consistently listening to feedback from customers and those around them, Slip to Sleep received an overwhelmingly positive response, leading to continuous brand development. The brand has even begun expanding into international markets. In addition, their design has been officially patented—they are now the proud owners of intellectual property for their full-body, two-pocket no-bra pajamas. This is a great success and a source of pride for Thailand. Slip to Sleep has become one of the leading no-bra pajamas brands that many women think of first.
