Limited-edition clothing drops are not just the stuff of fashion merchants. Brands have long been partaking in that game, with companies like Mucinex dropping lines like “Sickwear,” or, more recently, plant-based food brand LikeMeat’s nugget-protecting vest. Now, convenience store 7-Eleven is the latest to jump in—with pajamas.
To promote the news that 7-Eleven is now serving breakfast 24-7 in Sweden, the retailer debuted limited-edition 100% cotton pajamas featuring stripes in 7-Eleven's orange and green colorway.
The product idea, created with Swedish agency Akestam Holst, is a nod to our current mode of behavior—lounging, which has been reinforced by the pandemic-imposed lockdown.
“More and more people spend most of their time at home and for many, pajamas have become loungewear,” said Anna Maria Carnemark, 7-Eleven marketing director Sweden, in a statement. “With the pajmas we wanted to pay tribute to a second as well as a third and fourth breakfast by serving the best meal of the day—all day.”
The pajamas were designed in Sweden and produced in Europe. They will be available at all 7-Eleven stores in Sweden at the price of SEK 299 (about $35). They come in two sizes, medium and large.