BREAKING THE COTTON MYTH
Let’s be honest. Cotton is the king of complacency in the world of sleepwear. It’s the default choice. The safe choice. The “why fix what isn’t broken” choice. Except here’s the truth: it is broken; it’s just that no one discusses it. At unsuited, we’re here to have that conversation. Loudly. And unapologetically.
We’re done with sleepwear brands clinging to cotton like it’s some magical sleep elixir. Because let’s be clear: cotton may feel good in the shop, but it’s not doing you any favours when you’re trying to get quality sleep. It’s time to pull back the duvet and expose the myth for what it is.
MYTH #1 COTTON IS BREATHABLE
Sure, cotton is breathable. That simply means air can pass through it. But until you start sweating, then you notice it’s more of a sponge than a fabric. The moment you break a sweat (even during sleep, your body regulates temperature by sweating), cotton locks it in and won’t let go. You wake up damp, chilled, and uncomfortable, as the fabric clings to your skin. Cotton really struggles to regulate body temperature. Not exactly a recipe for sweet dreams.
MYTH #2 COTTON IS NATURAL, SO ITS ECO-FRIENDLY
We’re all for natural materials. But cotton? It’s a wolf in sheep’s clothing. Conventional cotton production is one of the most environmentally taxing processes in fashion. Each year, cotton crops absorb a huge 10% of all agri-chemicals and 16% of all insecticides. That’s more than any other crop on the planet. It guzzles water. It takes 10,000 litres of fresh water to produce one kilo of cotton. Plus, using pesticides harms ecosystems. Organic cotton’s better, sure, but it still can’t dodge its massive water footprint. Cotton is the fashion industry’s dirty little secret.
MYTH #3 COTTON IS COMFY AND COSY
Cotton might feel soft initially, but it doesn’t stretch, move, or adapt. Ever try shifting around in bed, only to feel your sleepwear tug awkwardly at your shoulders or knees? That’s cotton failing to keep up with your body movement. If you usually feel hot or cold at night, you're out of luck.
At unsuited, we’ve set out to design sleepwear that actually supports your sleep. Revolutionary, we know. Our materials are carefully chosen to:
REGULATE TEMPERATURE: Stay cool when you’re hot and warm when you’re not.
WICK MOISTURE: Keep you dry all night long.
STETCH AND MOVE: Because your sleepwear should adjust to you, not the other way around.
TREAD LIGHTLY ON THE PLANET: Made for sustainability and end-of-life care—no microplastics and no landfill guilt.
The real question is why settle?
Cotton’s stranglehold on sleepwear isn’t just about the fabric; it’s about a mindset. An industry mindset that says, “Good enough will do.” But good enough isn’t good enough for us—and it shouldn’t be for you, either.
So, if you’re still clinging to cotton, we get it. It’s familiar. It’s safe. It’s cheap. But isn’t it time to expect more from the one thing that’s supposed to set you up for success every day? Sleep is fuel. And your sleepwear should do the job it’s supposed to do.
We’ll always say no to cotton. Because when it comes to sleepwear, “just okay” is anything but.
