The idea for LAKE Pajamas came to Cassandra Cannon and Anne Read Lattimore in the sweet, sleepy season of new motherhood. College friends who had both settled in Savannah, Georgia, the two women shared a kindred entrepreneurial spirit and dreamed of owning a business together, but they truly bonded when raising—and clothing—their babies.
“Pajamas were something we talked about a lot at that phase because we were dressing our babies in the softest pajama sets and going to bed ourselves in old T-shirts,” says Cassandra. “There were no pajamas in the market that spoke to the functionality and style that we wanted, so we saw an opportunity and ran with it.”
Cassandra and Anne Read launched LAKE online in 2014 with classic striped women’s pajama sets made from Peruvian pima cotton, a high-end fiber that’s incredibly soft, durable, and wrinkle resistant. In the years since, they’ve added loungewear along with offerings for men and children, while expanding the e-commerce operation to include charming boutiques in Charleston and Atlanta. Every style reflects the carefree ambience of both the company’s name and its coastal home base. “Savannah definitely influences the brand. The city is very relaxed and casual, and the atmosphere is dreamy in a specific way,” Anne Read says.
Stripes remain the signature design, but solids, florals, and other fun motifs rotate into the luxurious lineup. “We’ve found that people are very picky about what they sleep in—and rightfully so,” says Cassandra, who hopes the natural beauty in their effortless styles will help people slow down and find splendor in the ordinary moments of daily life. “We find inspiration everywhere,” Cassandra says. “We allow ourselves to dream a little, whether it be of traveling or relaxing at home, and see where it takes us. LAKE is all about comfort—comfort at home, comfort with family, and sharing comfort with others.”
Read the full Southern Spotlight in our July/August 2021 issue.
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