Local brand aims to create loungewear you can live in

Longing to find loungewear that can be worn, stylishly, outside of the home? Without exactly looking like you’re wearing loungewear, ahem, outside your home?

Then, the Vancouver-based brand Paper Label may be for you.

The company focuses on creating sleek separates that are suitable for lazy days, long-haul trips, running errands, meetings, and more. We caught up with Teresa Lake, founder of the Deep Cove womenswear brand, and Nicole Ninow, the creative director, to learn more.

Q For those who aren’t familiar, what is Paper Label?

A Paper Label is a well-considered, clever lounge and sleepwear brand that will move you from day to night. We keep our collections unique and simply sophisticated so that the focus remains on the women wearing our pieces. Our loungewear is for weekends, or whatever, because life’s better in lounge.

Q When and why did you start the brand?

A Paper Label originated in 2013 as a need for modern, beautiful sleepwear made with breathable fabrics that is both comfortable and luxurious. The collection expanded into loungewear as we recognized the need for diverse, stylish and comfortable clothing for the busy woman.

Q What makes it different from other clothing brands?

A We guarantee comfort without compromise, as our collections are created for women who seek comfort without having to compromise their personal style. We design slow clothes; items intended to last, using conscious and thoughtful techniques, high-quality finishes and fabrics, and custom-designed seasonal prints. Our team does numerous fittings and wear tests, to ensure the fit and styles of each collection can effortlessly move a woman from sleep to street without sacrificing comfort, style or confidence.

Q Who is your target customer?

A Paper Label is a lifestyle brand appealing to a broad demographic of fashion-minded women, ages 20 to 75. Real women, who do not want to compromise style for comfort. Our women’s sleep and loungewear is for busy moms, entrepreneurs, leisure travellers, weekend warriors and — whoever.

Q Where are the garments designed and made?

A Our collections are designed and developed in Vancouver by our diverse team of women who love the product enough to wear it daily. The product is manufactured overseas with a select group of small factories we have been working with for many years.

Q What is the price range for Paper Label pieces?

A Prices range from $39 to $220, depending on the fabric and style.

Q And where can people check the brand out for themselves?

A We currently have over 290 stockists across Canada and the United States, with two major retail partners: Hudson’s Bay and Sporting Life. They can also see more online at paperlabel.ca.

Q Lastly, what’s next?

A There’s much in the works. Please stay tuned.