Founded by Belinda Keehn, BJ’s PJ’s is an Australian ethical fashion label mindfully producing loungewear, pyjamas, maternity wear and yoga wear.
Catering to both women and men, the BJ’s PJ’s garments are made from predominantly certified organic and natural materials, and are free from harmful chemicals, dyes and toxins. BJ’s PJ’s is a Fair Trade and ECA (Ethical Clothing Australia) Certified business, which essentially means that their eco-friendly garments are fairly and ethically made.
What’s more, longevity, quality and comfort are at the forefront of the design, so you can wear these comfortable and conscious pieces for many years (and Netflix binges) to come. With BJ’s PJ’s, you can rest easily knowing your loungewear, sleepwear, maternity wear and yoga wear has been crafted in an environmentally and socially responsible way.
BJ’s PJs founder Belinda Keehn also created Baby Origami — an ethical Australian brand mindfully producing premium organic cotton baby wraps that are as safe as they are sustainable. You can discover Baby Origami on the EME directory.
Want to know where BJs PJs sits and what they’re working on in terms of these 5 values? Hover over these values to find out.
We are dedicated to a plastic-free environment so all our packaging is recycled, recyclable, and compostable. Every aspect of our manufacturing is monitored to ensure sustainable and ethical practices are followed to the strictest guidelines. We have obtained certifications to ensure our suppliers and manufacturers are enforcing the morals, ethics, and standards that we insist upon, and are verified by a third governing party.
my manufacturers are a small family-run business, a husband and wife team who have worked in the clothing and textile industry their entire lives. I visit the small warehouse in Sydney on a regular basis and we have a great working relationship - they have a clean, safe, and happy working environment and on the rare occasion they need extra help it is usually another family member and they all look after each other, share meals, enjoy their creativity and are proud of the work they do - as am I.
We utilise all offcuts of fabric and donate what we can't use to local craft makers, we use only organic cotton and have zero tolerance for unnecessary waste. We use renewable energy (solar panels), and donate excess stock to the Thread Together Foundation & Upparel and local communities in need. We encourage repairing garments, looking after them, and educating our audience about the need for ethical and slow fashion and how we can all improve and make better choices for our environment.
we donate to local organisations and charities, we have collaborated with many larger charities and organisations that have the same mission as us - "to improve social justice and care for the planet and all of its inhabitants". #WeWearAustralian campaign, Upparel, Thread Together, Fashion Revolution, Smiles2U, Miracle Babies Foundation and more.
Yes, I oversee all aspects of my entire supply chain, ensuring all certifications are met and ethical practices are enforced.
Behind the Brand
“As a small self-funded start-up, the costs involved for ethically made premium quality fabrics, trims and manufacturing (plus small production runs) all add up which means we are at a higher price point. There is still a lack of transparency in the fashion industry and differentiating ourselves from fast-fashion brands can be challenging however I’ve seen a shift in consumers behaviour with a demand for more ethical and sustainable options.”.