A clothing mail order company has launched an innovative hybrid garment to a fanfare of nationwide publicity by cashing in on the media attention surrounding Tesco's decision to ban people from wearing pyjamas in its supermarkets.
US-based online clothes retailer, PajamaGram, has hit the headlines with its new range of ladies nightwear with pyjama trousers that combine the stylish look of jeans with the softness and comfort of pyjamas.
The pyjama bottoms, which retail for $39, look almost exactly like a pair of denims, featuring classic jean stitching, rivets and pockets, yet are soft to touch and exceptionally comfortable to wear.
The timing of the launch has been impeccable, coming just two weeks after the UK press kicked up a stink about a Tesco supermarket in Cardiff that announced that it would no longer allow customers to shop in their pyjamas or their bare feet.
So it was inevitable that the national newspapers relished the opportunity to have another swipe at Tesco by questioning how the UK's largest retail chain would deal with customers entering their stores wearing the new brand of jimjams.
And in the process, PajamaGram has grabbed valuable column inches, providing a welcome catalyst to an upsurge in sales.
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