Joe Browns launches Sloe Joes loungewear in response to “dressing down” trend

Fashion retailer Joe Browns has today announced the launch of a new women’s loungewear and pyjama collection called Sloe Joes to plug in to the continuing post-lockdown trend for comfort and dressing down.

To be sold through retail partners including Next, Freemans and Very, as well as directly through Joe Browns, it follows a small trial last year and spans 35 options in 17 colours, with retail prices from £20-£60. A men’s Sloe Joes offer is scheduled to launch for AW22.

Featuring Joe Browns’ signature prints, the SS22 women’s range includes cardigans, wide leg trousers, hoodies, jumpers, joggers, yoga tops, leggings and camisoles.

Joe Browns Buying Director, Jane Reik, said: “With a little bit more freedom, now lockdowns have ended, it doesn’t mean we don’t still appreciate laid-back, comfortable options for the days when dressing up feels like a chore.

“It’s fair to say that the relaxed, dressing down trend is firmly here to stay. Sloe Joes leans firmly into this. Be it a lazy Sunday morning, a well-deserved staycation, the work Zoom meeting or your local yoga class - we have a solution that ticks both the style and comfort boxes alongside Joe Browns’ amazing value.”

The retailer recently announced healthy Christmas and AW21 sales which were up 68% year-on-year, following an earlier update in November last year of a new strategy to deliver annual sales of £100m by 2026, representing a 138% increase on current turnover.