Box-fresh pyjamas for Christmas Eve has become a thing in recent years. We round up the best places to buy them.

Both Christmas and pyjamas are synonymous with cosiness. It seems inevitable that the two things should have collided to form their own tradition of sorts at some point. The rise of social media has inevitably propelled the more niche custom of giving new pyjamas on Christmas Eve into the mainstream and now, something that might have been a sweet little festive extra amongst just a few folk, has officially become a thing.

Before we go any further, we should caveat the idea by saying that for grown-ups with perfectly good PJs, we would raise an eyebrow at replacing them annually. But if you need a new pair anyway – or are giving to kids who inevitably will have outgrown last years’, then it can be a really snug way to see in the festivities before gathering around to read The Night Before Christmas, hanging out the stockings and leaving out a mince pie and brandy for Father Christmas.

Whether you prefer a traditional Peter Pan collar, a crisp white-cotton pyjama or a bright nightie, we’ve found eleven luxury children pyjama sites for you.

These small online brands, which you won’t find lurking on the high street, sell sleepwear that is so beautiful, you won’t object to your little one lazing around all Sunday in their jimjams. Some of the listed PJs are super soft, some are made from organic cotton and some even match mummy’s lounging attire.

Roanne Orlebar

This sustainable luxury nightwear brand is designed in London and made in Portugal. The fabrics are breathable and beautiful, and every tiny has been considered. One of our favourite new discoveries.

Sleepy Doe

Twinning at bedtime is something of a theme these days. The whimsical British brand, Sleepy Doe, strikes the right balance between super-comfy and stylish pyjamas that work for both mother and child. The organic sleepwear for boys and girls aged one to nine (and, lest we forget, their matching mothers) are sweet yet sophisticated. The PJs get softer with age. It was important to the founder, the fashion designer Sophie Woodrow, that all methods of manufacturing were sustainable and ethical. As a result, no harmful dyes are used in the printing method, the GOTS certified organic cotton has been ecologically sourced and all products are made in the UK. Slip off to the land of nod with an easy conscience.

Desmond and Dempsey

Imagine our delight when cult fave, adult PJ brand Desmond & Dempsey, launched its first-ever baby and kidswear jimjam collection in 2019. It did not disappoint. Renowned for its super-cool playful prints and slouchy style, the sleepwear label upped the ante on the PJs scene when it set up shop in 2014. Its ‘mini-me’ debut childrenswear collection, which is naturally hypoallergenic and made from ‘buttery’ cotton, includes popular prints, such as ‘Sansido Tiger’ and ‘Howie.’ Desmond and Dempsey has also specially designed new prints created with children in mind, such as the graphic crocodile print. Easy like Sunday morning.

Nights by Wilder

Crave a little old-fashioned touch? Hankering after the Sound of Music-style bedtimes? Gorgeous and timeless, the vintage-inspired pyjama sets from Nights by Wilder are far too chic to only be seen in bed – which is just fine because they have been designed to be worn night or day. The PJS, many of which are unisex, feature traditional details such as Peter Pan or mao collars, contrast piping and monogramming. There are long- and short-sleeved sets and night dresses in stripes, folksy florals and stars. It is all very beautiful and has been made in London using hand-woven, organic, sustainable cotton from India.

Lulu & Nat

Got dreamy children? They deserve dreamy sleepwear. If children had their own credit cards, we reckon they would opt for the bright graphics and trippy pyjamas from Lulu & Nat. Living in India for three years inspired Lulu Watts to set up her colourful British homewares and lifestyle shop, Lulu & Nat. She sells vibrant tiger-printed bed linen and pyjamas for both adults and children alongside wall hangings, cushions, prints and table-cloths – all in mad, upbeat, playful prints.

PJ Pan

Swoon. Love Liberty of London prints, warm-brushed tartan and cotton stripes, contrast colour piping? You need PJ Pan on your radar. It’s a treasure trove of traditional children’s sleepwear. All of the children’s nightwear has matching women’s and men’s pyjamas so you can play matchy-matchy. The first PJ Pan pyjama collection was for women, but it wasn’t long before they launched a children’s range and then a men’s collection too. Unlike their competitors, PJ Pans has always offered various leg lengths.


If smocking, frills, rocking horses and Peter Rabbit is your children’s sartorial style, then Mini-La-Mode will be a feast for your eyes. Mini-La-Mode is one of the many beautiful children’s brands that sells classic baby clothing, pyjamas for children and nursery bedding. The predominately white or very pale pastel Mini-La-Mode clothes and sleepwear are handmade by traditional artisans to the highest standard with the finest Peruvian Pima soft cotton. Every order is gift wrapped.

The Pyjama House

Forever bringing joy to little ones, and their parents, The Pyjama House is one of our most preferred sleepwear sites for big and little, old and young. The pyjamas and nighties are unashamedly traditional and among the very best available online. It is difficult to find really warm, pretty nighties for little girls and so the wonderfully soft cosy brushed cotton flannel, Liberty-inspired, floral nightie is a real favourite of ours. Run by Lucy Vaux, from her farmhouse in North Yorkshire, The Pyjama House sells warm double brushed cotton sleepwear and also summer sleepwear made from cotton sourced from Egypt and India.


KIDLY’s organic PJs are made from 100 per cent organic cotton and, as such, are dreamily soft. This is comfort dressing at its very best; we challenge your little ones to ever want to take these off.

Ellie’s Heirlooms

Ellie Piercy makes pyjamas for children and adults alike, all out of recycled vintage French linen. Breathable, sustainable and gorgeous to wear, they are so beautiful that you can’t help but sigh and then look madly about for someone to hand them down to when your child finally outgrows them.


If you want to go big on matchy-matchy styles for family members big and small this year, then do try Cyberjammies, which has a ‘family’ option. Award-winning and dedicated to using sustainable fabrics, every piece is created to impeccable standards.

By Annabel Jack
Updated December 2022

Annabel Jack

Contributing Editor

Annabel is a regular contributor to The GWG, with a taste for finest in food, fashion and interiors.