Black-Owned Loungewear Brands to Cozy Up In These HolidaysDec 31, 2021 08:00AM ● By Boitumelo Masihleho
The holidays are a time to slow down and spend time indoors with family friends. It’s also the time to live in fashionable loungewear. It’s been one sector of the fashion industry that has surged since the COVID-19 pandemic began. It’s an amazing assortment of clothing that seamlessly combines comfort and style. Here are some six Black-owned loungewear brands to cozy up in during the holidays and the rest of the winter season.
CEO Yolanda White bottled up her extensive professional and personal experience as an African American woman to meticulously work with an amazing team to deliver modern silhouettes, functional designs, and comfortable fabrics to ensure that women could feel special in Dayo. Established in 2018, Dayo Women is the premier destination for stylish, modern women who want to find high-quality, elegant women’s loungewear. “I’m bringing affordable luxury to the loungewear category,” said White. Dayo has delivered three collections, sold out of multiple limited-edition styles, and remains committed to empowering and educating women about the importance of self-love.
Tier is a New York-based brand that celebrates art, design, and community. It was started by three college friends, Nigeria Ealey, Victor James, and Esaie Jean-Simon. Tier, according to their website, "embodies and infuses art methods and techniques" into all of their pieces and shines a spotlight on the innovative potential of loungewear. Their brand coined the motto “Art Never Dies” to symbolize the ever-changing growth of creativity when projected to the world and the ideology of using fashion as a vehicle to express ourselves individually, and collectively, all while letting the impact and inspiration of New York and their community tell a larger truthful story.
Re Ona is is a womenswear luxury ready-to-wear brand that offers transitional, functional, and clean designs founded by sisters Philiscia and Christina Abayomi. The London native sisters are upgrading the loungewear trend with the influence of minimal and versatility and an emphasis on quality fabrics. Their line often expands through bodysuits, dresses, and crop tops that can be seen dressed up for girls’ night on the town or down for a casual cruise around the city.
Russell Wilson and Ciara combined their passion for design and fashion with the retail acumen of mentor and friend, Christine Day, to create The House of LR&C in 2020. Lita by Ciara is the women’s line of the brand and stands for ‘Love Is The Answer’, and is described as elevated essentials made with love, for people and the planet. This brand donates 3% of every purchase goes towards the Why Not You Foundation which mentors children in their formative years.
After founder Samantha Harper ruined her favorite white sweats in 2019, she tie-dyed them as a saving-grace effort in order to keep them in her cozy rotation. Her versatile line offers typical athletic wear like sweat shorts and quarter zips, as well as flirty tennis skirts and short-sleeve polos. “In October 2019, I began Sweats by Sam and aimed to create pieces that you will live in,” says Harper on her website. “Pieces that provide comfort and make you feel confident.”
Lovello Elizabeth is a Philadelphia-based brand, teetering the line between activewear and lounge, and redefining both. The label was started by Alnika Lovello in 2014, inspired by her bi-racial roots of Italian and African-American culture, she is committed to uplifting her community as a minority-woman-led business owner. Their line has a wide variety of sweatsuits, short sets, jogger sets, and hoodies. The brand even offers matching sets for that one couple that always has the best “relationship goals” pictures.
Boitumelo Masihleho is a South African digital content creator. She graduated with a Bachelor of Arts from Rhodes University in Journalism and Media Studies and Politics and International Studies. She's an experienced multimedia journalist who is committed to writing balanced, informative and interesting stories on a number of topics. Boitumelo has her own YouTube channel where she shares her love for affordable beauty and lifestyle content.
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