No detail is too small for us, as we believe in delivering quality, authenticity and care at every step. Our core principles of ethical production and sustainable practices that have guided our 25+ years in apparel manufacturing also serve as strong foundations for Rawbought. Being transparent about where we and our products come from is our way of giving our customers assurance of our quality and core values.
Here’s a peek into how we go from concept to store at Rawbought.
Research & Inspiration
Growing up in a family of three sisters where the female perspective took centre stage taught us that our voices, and those of women all over the world should be heard, loud and clear. At Rawbought, we draw inspiration from our own experiences and from our deep conversations with everyday women around us. Building a high level of trust and comfort with our customers also allow them to freely express what they truly need and desire.
We then distil those experiences and stories through the lens of Rawbought, to see how we can make a difference while staying true to our vision and ethos.
Rawbought is an extension of our personalities. All three of us have our own definitions of sleep and comfort, not to mention our vastly differing tastes in style. The 11-year age gap between us allows us to relate to a wide range of audiences.
This makes our design development process a truly iterative one, where we keep testing and refining each concept and its elements to ensure that only the strongest ones are kept.
We explore many different styles, fits, fabrics and colours to find the perfect combinations that reflect us the best. Every style we offer is fitted, tested and signed off by each one of us.
We pride ourselves on the uncompromised quality we offer at every stage of the production process. We own the manufacturing bases that produce our designs, which allow us to control and ensure the quality of each and every piece.
As part of the fashion industry, we’re conscious of the environmental and socio-economic impact it has on the world. We’re constantly striving to employ sustainable and ethical methods of production, from materials to manpower. Our factories are LEED-certified, and regularly audited to ensure best practices are followed.
We’ve always believed in treating our employees fairly, as we want them to feel as empowered as our customers.
Our deep experience in the manufacturing industry has given all three of us a keen eye when it comes to quality checks. As we pour so much of ourselves into our designs, we’re that much more motivated to ensure that each piece is made to perfection without defects, and is ready to be handed over to our customers.
At the end of the day, we want to be able to share what we love and cherish with the world – in the best way possible, for both your comfort and ours.
A world where every woman can reclaim her comfort. This is what we’re setting out to achieve with Rawbought, our Singapore-based sleepwear label. A brand that focuses on getting that perfect blend of style and comfort, and not compromising on either even in the bedroom.
We sit down with the sisters behind Rawbought to dig a little deeper into their beginnings, motivations, and what comfort really means to them.
Tell us about yourselves, and how you grew up in the fashion industry.
Amira: I’m Amira, the youngest sister. Our parent company was started by our parents back in 1993; it started out as a sweater manufacturing company and has since expanded. We supply to some of the largest apparel companies, primarily in Europe and the United Kingdom.
Soukaina: I’m Soukaina, the second sister. I’ve always loved the fashion industry and used to tell our father that, when I grow up, I want to be his assistant. From a very young age, I used to spend most of my days after school at the office and always saw myself in this industry.
Boutaina: I’m Boutaina, the eldest sister, and mum to three amazing kids. My memories go back to doing my schoolwork on my father’s desk in our very first factory. There really was never any doubt as to what career I would choose to pursue. I’ve spent my whole working life trying to learn aspects of the manufacturing side of the business, and now, we as sisters together, want to dip our toes into the retail side.
What inspired/influenced you to launch Rawbought?
A: Growing up behind the scenes of the clothing industry gives you a very different perspective to fashion. I’ve never been that fascinated by trends or what’s happening on the runways. I don’t even consider myself a highly fashionable person! I’m someone who loves dressing well, but never at the cost of comfort. And with comfort comes quality. Seeing clothes being stitched throughout your entire childhood makes you nit-pick every little detail and demand only the best.
It’s these two perspectives that inspired us to start Rawbought, we wanted clothes that deliver on comfort with no compromises made to quality.
S: We know the process that goes into making clothing and are very passionate about it, every step of the way. We wanted to share this knowledge as a way to give our customers the assurance that they’re getting the best quality products, as well as the comfort of knowing that we take care of our own people. We definitely wanted to make the whole manufacturing process more transparent to the public.
B: As the second generation coming into the business, we always knew that we wanted to go into retail. It’s been a long road and we drew inspiration along the way. Inspiration about hard work, honesty and persistence, for me, came from our parents and my husband. Inspiration on how to do things differently and not to be afraid of trying new things, came from my sisters.
What does comfort mean to you?
A: Comfort to me is confidence. I want to feel comfortable both physically and mentally. Things need to feel good against my skin, but I want to be confident enough in it to not feel caught off guard if someone rings the doorbell unexpectedly. Comfort is not only about what lies on your skin, but also being comfortable in your own skin.
S: I agree. Comfort to me means being able to wear a piece of clothing and feel confident in it. Whether it’s comfortable to lounge in or confident to meet people in, comfort to me is to just be at ease in your outfit. I believe being comfortable shouldn’t compromise on how you look. So, I try to find a happy medium between looking good and feeling good inside and out.
B: Nowadays comfort for me, are my Rawbought PJs 🙂
How do you strike a balance between comfort and style?
A: For me, I don’t need to be up to date with the freshest trends or fads to be stylish. Style is all about owning what you’re in. You can be stylish in whatever you’re in as long as you’re comfortable and you feel confident. It’s in how you walk and how you move, style is what you feel best in.
S: For me, style and comfort is very much a personal feeling. What’s comfortable or stylish to me is very different to my sisters. I think that’s something the Rawbought line will highlight. It’s going to have very different styles that’ll represent the different perspectives we each have on style and comfort.
B: I don’t necessarily strike a perfect balance between comfort and style every time. Comfort and the quality of the fabric always comes first for me when I am buying clothes, and if it is stylish, then that’s an added bonus.
What sets Rawbought apart from other sleepwear brands in the market today?
A: Rawbought understands women. We want every woman to put on our PJs and for them to feel just as beautiful as they did when they got ready that morning. We make our own PJs special, so that you feel special. We have full control over our supply chain so we can ensure that you’re getting the very best, because that’s what you deserve.
S: Rawbought is not just about selling sleepwear, but the experience of a heightened sleep. Just like how skincare is an important step in your nighttime routine, we want choosing sleepwear to be a step in that routine as well. We should be taking care of and loving our bodies as much as we do our skin, and sleepwear plays a huge role in making that happen.
B: I agree, we want your Rawbought sleepwear to be an integral part of your night-time, wind-down routine.
What does Rawbought want to achieve?
A: We want women to feel amazing every time they put our PJs on, and feel like they’re doing an act of self-care to make them feel good and sleep better to have an amazing day to follow. Because they deserve that.
S: We want to be known as the go to sleepwear brand. We want to be associated with self-love, great quality and empowering strong women.
B: If we can achieve a loyal customer base, and we can live up to their expectations of great quality, great customer care and great sleep, I would consider Rawbought a success.
Comfort and confidence, inside out – introducing Je Dors, our signature sleepwear collection, made for the love of sleep.
French for “I sleep”, Je Dors sounds nearly identical to “J’adore”, the declaration of love. It captures the true essence of the collection, which is all about falling in love with falling asleep.
Falling in love with sleep is more than just a having a restful night. Feeling good and confident about yourself for a good night’s rest sets you up for a great day to wake up to. Each of our styles are designed to have you looking and feeling great for the best night’s sleep.
Available in 4 distinct styles, the Je Dors collection evokes femininity, in the classic colours of pink, lilac and chalky blue – including a bossy pink and black, for those with a penchant for drama.
All styles are made from modal, the quintessential sleepwear fabric that’s buttery soft and breathable against your skin.
The Short set is a button-through, short-sleeve shirt and shorts, with piping detail. Perfect for a warm summer night. Available in Black, Light Pink and Lilac.
The Long set comes with a short-sleeve pyjama shirt and full-length pyjama bottoms, for extra comfort on cooler nights. Available in Light Pink and Lilac.
The Je Dors Sleepshirt is perfect for effortless lounging, and the best replacement for your old over-sized shirt. Available in Light Pink and Bossy Pink.
The Je Dors Full set with matching full-sleeve shirt and pyjama bottoms, for those that run a little cold, or prefer to be extra cosy. Available in Chalky Blue and Bossy Pink.
Full-body comfort is absolutely key to a good night’s sleep, and your pyjamas, especially the fabric, play a more important role than you think in your sleep experience. The warmer Asian climates call for soft, lightweight and breathable material for sleepwear, such as cotton and, more popularly, modal.
Used in our signature Je Dors sleepwear collection, modal is a wonder fabric that has revolutionised the fashion industry with its lightweight yet durable nature.
What is Modal?
Modal is a semi-synthetic fabric made from beech tree pulp, used primarily for clothing such as underwear and sleepwear. It is a form of rayon, though more durable and flexible than its original counterpart.
Modal is widely considered to be an eco-friendlier alternative to cotton as beech trees do not need as much water to grow, greatly lowering the environmental impact (so you can sleep guilt-free).
Luxuriously soft, silky smooth, heaven on the skin, and more – all ways that women have described our modal pyjamas that have changed their sleep experience forever.
Benefits of modal
Modal is extremely breathable and doesn’t retain heat. Perfect for warmer climates or for women who run a little hotter. Modal sleepwear supports our natural thermal regulation processes, allowing you to sleep through the night in comfort. Its absorbency also ensures that fewer bacteria is collected, making it a more hygienic fabric compared to its cotton counterparts.
Modal fabric also stands the test of time. Its semi-synthetic nature allows it to resist shrinkage and take colour well, letting colours show up vibrantly with a silky sheen. So, even after repeated washing and drying, your modal pyjamas will look and feel as good as new.
The beautiful pyjamas from our Je Dors collection are a blend of modal and nylon, which gives them a flattering drape that fits any body type, without being too tightly uncomfortable or too loose and unshapely.
Caring for Modal
Modal is a simple fabric to care for, no fuss. Your modal pyjamas can be washed as usual in washing machines, and tumble dried as per your convenience. Bleach is not recommended as it can weaken the fabric and shorten its lifespan.
For your Je Dors Pyjamas, please check the care instructions on the back of the label for further details. Step into ultimate comfort when you wear the Je Dors collection to bed – trust us, you will sleep better.