Strength in softness; the brand doing luxury loungewear right

It’s not breaking news that the last two years had us reaching for the most comfortable items in our wardrobe; loungewear was and is more than just a moment. Luxurious terry sweats, oversized hoodies, cashmere jumpers, linen tees and sporty shorts became the home dweller’s, Nextflix binger’s and the 5k radius-walker’s literal wardrobe pièce de résistance. 

So, where do we go when the loungewear starts feels like… just, your all-day pyjamas? With life mostly back to normal, and long-haul flights back on the holiday menu, we haven’t forgotten the feel-good factor you get from that textural, tactile comfort from your favourite clothes – the one you can’t quite get anywhere else. Now, we want to know that we can watch Housewives, hop on a Zoom, do the coffee run (or even go through customs) feeling polished and put-together.  

We also haven’t forgotten the weight of the clothing industry on planet earth. The see-now, buy-now and wear-once opportunities from the world’s retailers account for 5% of greenhouse emissions globally, bringing with it the need for eco-friendly fashion solutions.

Enter, Louna Loungewear. Not only is this Melbourne-born loungewear label built on the look good, feel good ethos, but Louna offers luxurious wardrobe essentials that do more for the environment and the community with each and every purchase. 

Louna knows eco-frendly fashion solutions need to start at the fabric source. Why? The majority of fashion’s carbon emissions come from raw material production, with no aspect playing a more prominent role than synthetic fabrics. By establishing a circular fashion economy, the industry can contribute to tackling 45% of these emissions. 

And contributing to the circular fashion economy is steeped in Louna Loungewear’s DNA. 

Each piece is made with high-quality, cashmere-soft, bamboo-dominant fabrics. Bamboo is used for its many beneficial qualities as one of the most eco-friendly materials, and doesn’t need pesticides or fertilisers or much water to help it grow, resulting in very minimal environmental impact. 

Due to its hollow fibre, it has unusual breathing capabilities including better moisture absorption (double that of cotton) and is naturally resistant to odour, mould, mildew, and bacteria. Lastly, its durability puts it up there as one of the strongest, most resilient textiles – so you can keep wearing it over and over again without it losing its shape and strength. 

If you need more convincing, consider that creating a circular fashion economy is based on three principles: design without waste and pollution, keep products and materials in use, and regenerate natural systems – and Louna goes one better than just the fabric choice. 

Creating a circular fashion economy is based on three principles: design without waste and pollution, keep products and materials in use, and regenerate natural systems

Louna has ensured that all aspects of the supply chain have been thoroughly considered to offer a sustainable, minimal impact solution. Each piece arrives from the factory in a Hero Packaging garment bag which is 100% compostable, meaning it is ready to be returned to the earth once its life it complete and there is zero waste. Louna’s sustainability goal is maintained right down to how the package and deliver your piece of Louna – with each piece arriving by the way of No Issue packaging.

And, if that’s not enough for a sustainable loungewear brand to adhere to, Louna commits 20% of our profits to their charity partners, determined to make a difference in local communities through supporting a worthwhile cause. This includes assisting domestic violence shelters to help those forced to leave their homes, often with only the clothes on their backs.

Louna Loungewear is proving itself as the ultimate multitasking brand, for the modern multitasking woman – producing durable, luxury loungewear with a positive impact that goes far beyond the physical.  

They say, “If we don’t have an absolute standout product, we have nothing.” Well, Louna, we think you’ve got more than a little something.