Dagsmejan founder: «At the beginning, people laughed at us. Now, they try to copy us»
3.7.2023
Translation: Veronica Bielawski
Dagsmejan manufactures sleepwear meant to improve comfort during sleep. In an interview, cofounder Andreas Lenzhofer talks about why he doesn’t fear the competition.
I meet Andreas Lenzhofer in the Dagsmejan office on Fraumünsterstrasse in Zurich. It’s on the fifth floor – at the very top. The same building is home to companies working to make even more money out of money or ensuring other companies and rich people maintain a good reputation. Dagsmejan cares about one thing above all: good sleep.
The company's offices double as a showroom. In the centre of the room is a standing table. Around it are stools. In the back, a dozen racks of clothing filled with Dagsmejan pyjamas. On it, I discover the model that I was given to test two years ago (read my review here).
Andreas, I’m still a fan of my Staycool pyjama. It remains my favourite piece even after two years.
Andreas: Thank you, I’m very happy to hear that.
When I tell others about my preference of wearing pyjamas on hot nights, they’re often puzzled. Many people sleep naked – during heatwaves and otherwise. Does this trump Dagsmejan PJs?
There’s no right or wrong. Pyjamas are only one factor of many. Your mattress, duvet, covers, pillow and room climate are all important in determining your comfort when sleeping. At the end of the day, the entire sleep system has to work for you.
Let’s talk about the people who don’t sleep naked. They’re the ones you make PJs for, correct?
Exactly. We want to make the most comfortable sleepwear in the world; sleepwear that improves sleeping comfort.
Others want to do that, too.
Of course, we’re not the only ones selling pyjamas. But we are quite different from our competitors.
In what way?
We’re all about innovation. For the typical manufacturer, the biggest novelty lies in going from stripes to a floral pattern. For us, however, the focus lies on function – which is, first and foremost, that the sleepwear helps us sleep better. That’s why we cooperate with leading experts in the field of sleep research as well as material science. All our products are tested according to scientific criteria.
In terms of design, Dagsmejan clothing is rather low key. I’ve only spotted one slightly more outlandish pattern.
We stick to Nordic design. The colours are natural and restrained, form and function should come together in a kind of natural elegance that doesn’t distract from sleeping. This fits well with our principle of using only natural materials. But this year, we’ve started offering some wilder patterns, and demand is high.
How do you manufacture your products?
The complete manufacturing process lies in our hands. Starting with the farm or plantations from which we source the fibres, all the way through knitting, dyeing, finishing and sewing – we determine every step, and everything can be traced back. This is the only way we can manufacture products that meet our requirements and are different to the competition.
I’ve noticed that other manufacturers have also started focusing on functional nightwear.
Yes, we’ve noticed that, too. When we started up, we were first ignored and then ridiculed by the industry. These days, we’re more likely to be copied. Quite the compliment, wouldn’t you say?
But also competition, no?
Surprisingly, many established suppliers only realised through us that sleepwear should actually help you sleep better and are just jumping on the bandwagon now. But it’s often a simple case of marketing; the scientific groundwork and rigorous testing of the products is typically missing. In general, we do welcome this development, though. Our mission is to promote awareness of good sleep, so we see anything that supports this mission as fundamentally positive.
This feels like the fitting time to ask about «Nattrecover», the sleepwear that’s supposed to promote optimal muscle recovery. That sounds a bit like marketing mumbo-jumbo.
It isn’t, though. In fact, it’s quite simple.
Mind explaining it?
I’ll do my best, though I’ll have expand on a bit of theory.
Gladly, I have time.
With this product line, we want to harness the positive effects of far-infrared radiation. Far-infrared radiation is a spectral band of light that can penetrate deep into the connective tissue and muscles, stimulating blood circulation and thus oxygen supply. The effect of this so-called deep heat is very well studied and has been used for therapeutic purposes as well as in professional sports for many years.
And your new fabric enables this effect?
Yes, the newly developed Nattrecover fabric uses the body’s heat; our body emits heat in the form of thermal radiation throughout the day and night. We’ve incorporated a specially developed mix of minerals into the fabric which absorbs this heat radiation, converts it into far-infrared radiation and reflects it back to the body, where it then stimulates local blood circulation and oxygen supply to the cells. In technical jargon: with the help of resonant absorption of far-infrared radiation passing through the cells in the body, vibration and rotation effects are created at the molecular level. On a physiological level, these have the effect of dilating capillaries and improving microcirculation.
Source: Martin Jungfer
So, Nattcover pyjamas are like a little infrared heater?
In principle, yes. But, of course, with a much, much smaller effect in comparison, because we do want to keep the body within the ideal temperature zone for comfort.
Has this been proved scientifically?
The positive health effects of far-infrared radiation have been well studied and proved in numerous scientific studies. The newly developed Nattrecover fabric has been tested by an independent institute, which has confirmed its reflective effect. We’re not a medical technology company and have therefore not conducted any clinical studies. However, the many top ratings for this new product line confirm the positive effect; top athletes in particular report significantly improved recovery values.
How did you come up with an idea as seemingly far-fetched as printing minerals onto fabric to change the wavelength of heat radiation?
We take a lot of inspiration from sports and athletes’ needs. Especially in top-class sports, training and recovery are equally important – and a big part of that is sleep. In the case of Nattrecover, findings from space travel are also incorporated into the product.
From space travel?
In space travel, it’s all about getting maximum functionality with minimum weight, and every gramme counts. That’s why far-infrared technologies are also used in spacesuits; thinner fabrics can achieve the same thermal insulation as heavier fabrics would otherwise.
I’m about as close to competing in top-level sports as a snail is to racing in Formula 1. Why should I still wear Nattrecover PJs?
Because your sleep is hopefully important to you and you want to try to improve it. You’re already off to a good start with Staycool. And, well, we’re always coming up with new ideas.
Thank you for your time, Andreas.
Header image: Martin Jungfer
Martin Jungfer
Head of Content
Martin.Jungfer@digitecgalaxus.chJournalist since 1997. Stopovers in Franconia (or the Franken region), Lake Constance, Obwalden, Nidwalden and Zurich. Father since 2014. Expert in editorial organisation and motivation. Focus on sustainability, home office tools, beautiful things for the home, creative toys and sports equipment.
