Founder Story: BJ's PJs and Baby Origami DoubleWrap™ By Belinda Jane

BJ's PJs and Baby Origami DoubleWrap™ are about comfort, sustainability, and innovation that intertwine to redefine loungewear, pyjamas and baby essentials. Our mission is to craft garments and baby products that prioritise comfort, confidence, and environmental responsibility.

With wire-free support, flattering styles, and premium Australian organic cotton, BJ's PJs ensure you feel confident and comfortable in every moment, while Baby Origami DoubleWrap™ is the swaddling solution for all new parents. At BJ's PJs, we're committed to offering chemical-free, natural fibres in all of our production, not only for longevity, softness and breathability, but because its also kind to your skin and the planet.

By embracing premium quality fabrics and practical flattering styles, our garments promote a minimalist approach to fashion, reducing the need for excess clothing and minimizing environmental impact.

Similarly, Baby Origami DoubleWrap™ revolutionizes baby essentials with its innovative design, providing premium quality, practical design that works and maximum comfort for your little ones whilst still prioritising sustainability.

Join us in embracing comfort, innovation, and sustainability – where feeling good means doing good for the planet and all of it's inhabitants.

I'm Belinda Jane, my friends call me BJ and I designed BJ's PJs out of necessity for my own desire for comfort and confidence. I couldn't find anything in the marketplace, so I decided to design my own. With major skin sensitivities to chemicals and synthetics, I was tired of hiding behind my boyfriend's T-shirts and daggy old boxers.

I often wondered why the old-fashioned, cumbersome, synthetic designs of loungewear and pyjamas hadn't changed for many years – but nothing like the present for positive change, right?I needed them crafted from the finest, softest, premium Australian organic cotton, allowing breathability and free of chemicals and nasty synthetics.

It also needed to offer quality support and a 4-way stretch for movability and comfort. Including a bra shelf in any garment is difficult at the best of times, to incorporate it in new styles and designs was incredibly challenging, but after many fails, we did it and our success speaks for itself.

What seemed obvious in prioritising comfort was to create simplicity and minimal bulk, so, by removing unnecessary buttons, bows, drawstrings, zips, and tags, it created less irritation and provided a blank canvas to add your individual style with accessories if you want to.

I focused on accommodating all body shapes and sizes, with a relaxed fit for ultimate comfort and built-in wire-free breast support for discretion and confidence to highlight your best features and create a more sexy fun appeal that your partner would also appreciate.

Our commitment to sustainability extends beyond our organic natural fibres to our manufacturing practices, ensuring eco-ethical production is met to the highest regulatory standards and above - we manufacture locally so i can monitor all aspects of production and quality control.

With no harmful chemicals or toxins, our super soft, breathable fabrics are gentle on the skin and environmentally friendly. By promoting longevity and versatility in our designs, vs fast fashion throwaways, we strive to reduce waste and preserve the beauty of our planet for future generations.

As an advocate for empowerment and sustainability, BJ's PJs are more than just garments – they're a statement of conscientious fashion. We want everyone to be able to embrace comfort, confidence, and sustainability with every wear and not only feel good and look good but you will be doing good for the planet also.

BJ's PJs and Baby Origami DoubleWrap™ combine innovation, sustainability, and comfort to transform loungewear and baby essentials. Founded by Belinda Jane, known affectionately as BJ, this brand is committed to creating garments and baby products that are not only comfortable and stylish but also environmentally responsible.

BJ's journey began from a personal need for comfortable, chemical-free loungewear made from organic cotton, leading to the creation of wire-free, supportive, and flattering designs suitable for all body types.

In addition to clothing, the Baby Origami DoubleWrap™ provides a new take on baby swaddling, offering a practical design that prioritizes infant comfort and ease of use for parents, all while adhering to sustainable practices.

Both product lines are made from premium Australian organic cotton, ensuring they are kind to both the skin and the planet.

The success of BJ's PJs and Baby Origami DoubleWrap™ stems from a clear focus on quality, sustainability, and the ability to meet real-world needs with innovative solutions. As they look to expand their color range and introduce lines for children and teens, BJ's PJs continues to champion the cause of sustainable fashion and comfort for the whole family.

We set out to solve the issue of loungewear and pyjama styles that only offered synthetic, daggy, uncomfortable, unflattering options, and usually covered in polka dots, cats or cartoon characters! I wanted our designs to offer what I like to call 'lifewear', garments that can worn just about anywhere! From the bed to the gym, home office, or just because you want to feel great day and night in quality and comfort.

I set out to solve my issue of what I found in the marketplace to be confidence-destroying, oversized, bulky, uncomfortable and just plain unflattering loungewear and pyjama styles that had no support and almost impossible to find anything in organic cotton.

Having painful and larger breasts meant wearing harsh underwires from day into night and sometimes even to sleep - it was incredibly uncomfortable to the point of pain, I felt surely I was not alone in feeling this! As it turns out, I'm not, and many women suffer in silence compromising on comfort for confidence.

Incorporating wire-free breast support (bra shelf) means no more nasty underwires, harsh clasps, cutting straps or back and neck pain..... for the larger busted ladies, we have a couple of designs that offer support across the whole shoulder rather than shoestring straps - a hit among those who have suffered perilously over the years. With breast support and quality fabrics, it not only feels good but is proven to improve your posture providing even more confidence, comfort and support.

Pivoting to the marketplace is essential, we were both fortunate and unfortunate in the COVID pandemic. We launched just before it hit, and thought that was the end of us, it was hard enough to get attention as a self-funded brand with a very small marketing budget.

However, we jumped on the bandwagon quick smart and began promoting our products as the perfect working form home wear attire, from then on we have been focusing on the desire for more ethical and sustainable brands and supporting local small businesses and we love that it is now more popular and more awareness around it. The world is ever-changing, you need to be able to adapt to the world around you.

Finances were definitely the downfall for our small self-funded brands when COVID hit and online shopping became the chosen option, all the big players jumped online and with their big budgets squashed the small players, but we continue to focus on our premium quality, supporting local and doing the right thing by people and planet.

Finding your niche and building a culture and following is important, we have a great tribe who keep returning to purchase more knowing they are getting a great product of the highest standard that will last. they are our bread and butter, without them, we would have to work much harder to gain traction.

We would love to expand our colour range and offer children's and teens' ranges so that we can provide more choices in the marketplace to accommodate the whole family.

There are some very positive changes coming, they are slow but on the way. New legislation is starting to be implemented in many countries which will help to reduce the heinous crimes of fast fashion.

There is more information available and more support on how we can improve manufacturing process and make better choices. There is more exposure on greenwashing and the disgusting lies surrounding the fast fashion industry.

Don't be afraid. Be more organised and prepared - I am very much an ad-hoc person and that has caused me some grief however it's all been an incredible journey and a wonderful learning curve. Enjoy it.