7-Eleven in Sweden has developed a restricted version pajama vary
The clothing, featuring the brand's distinctive colors, is designed to promote the all-day breakfast menu
The pajamas were created by the Åkestam Holst advertising agency and come in two sizes – seven and eleven (see what they did there?) That are medium and large.
With many parts of Europe still locked down and working from home due to the coronavirus pandemic, branded pajamas make just as much sense for today's world as the option of an all-day breakfast. The 7-Eleven striped pajamas in the familiar colors of orange, green and white are currently available in Swedish stores.
Branded clothing is definitely having a moment in marketing lately. The 7-Eleven collection complements other examples, including streetwear from Ikea and the most recent sickwear collection from the cough medicine brand Mucinex, which was launched via a fashion show on YouTube and sold out within 24 hours.
However, it's not the first outing for 7-Eleven and Åkestam Holst in limited edition clothing: a Christmas sweater was released in 2019 that can be worn by employees and features technology that supposedly changes the local mood depending on weather, traffic and society can track media coverage and offer customers a discount on the store's saffron buns when things look bleak. In contrast, the pajamas seem to be a far more practical and comfortable option.
akestamholst.se