Do you wake up in the morning feeling like the woman pictured above?
If not, maybe you haven’t learned to “sleep with personality”.
To understand what that means, you’ll have to visit Sant & Abel, the Aussie startup that coined that clever slogan for its collection of striped and polka-dot bloomers, boxers and jammies.
S&A’s line is colorful and cute — and comes in matching his, hers and kids styles — but it’s not revolutionary in any way. What really sets the brand apart is its comical, high-spirited marketing.
“Sooner or later you’ll be caught running to the corner store at the crack of dawn for milk, inadvertently locking yourself out of the hotel room as you grab the morning paper, or wandering downstairs bleary-eyed to find your housemate’s parents sitting on the couch immaculately dressed and wondering why you’re not out of bed before 11am on a Sunday,” the company says in its mission statement.
Simply put, Sant & Abel wants to be the key ingredient in making bedtime not just fun, but an adventure.
There’s no better example of S&A’s witty, whimsical approach than its spritely 2014 promo film (above), called “Sleepwalk”.
It features a curious plot (on first viewing, I thought the girl had been roofied by the hunky hot dog vendor!) set to the infectious 1964 Brigitte Bardot ditty “Moi Je Joue”, which has been used in ad jingles many times (including a recent Dior perfume commercial).
Filmed in Santa Monica, “Sleepwalk” is the jauntiest 90 seconds of video you’ll see all day, and it earned filmmaker Tim Bathurst a nomination for best young director in the Young Lions competition at this year’s Cannes Film Festival.
It’s the second such nomination for Bathurst, whose debut film (below) for Sant & Abel, called “Personality”, was likewise shortlisted at the 2013 Cannes festival.
Sant & Abel was founded in 2011 by Sydney designer Sophie Lovejoy, a former TV news producer with an obvious flair for product branding (she combined two old family names to come up with the distinctive brand name). The label’s Instagram feed is filled with selfies of S&A fans frolicking in their jammies in the most unlikely places around the world — a kind of Dora the Explorer for the pyjama-clad.
S&A styles are made from 100% cotton and come packaged in a calico bag with colored drawstring. And best news for U.S. customers ̵ the Sydney-based brand now has a California office and should be finding its way into more North American stores this fall.