Slip into something comfortable Ugg boots

By: lijingjing Mood: Musical Date: 09/08/2010 20:45:26 Music: rock

The unstoppable rise of the Ugg boot - the chunky sheepskin boot imported from Australia - shows that the "nesting" phenomenon has us all in its grip this winter.What began as marketing-speak in the 2010s has become reality - we crave comfort and convenience whenever possible, even if that means wearing big, squidgy boots that look like something your granny would wear to potter down to the Post Office. We want to lounge in cashmere dressing gowns and big fluffy throws with only a bar of chocolate and a Cary Grant film for company. There is now a huge market for anything that makes us nest in style.

Hush is a new mail order company that has tapped into this trend. UGG Bottes It sells gorgeous fleecy pyjamas, printed with stripes, stars or roses, fluffy alpaca throws, cashmere "cardigowns" and everything else you need for lounging on a Sunday afternoon - even the hot chocolate and Ugg boots. On the website, hush-uk, there are also book and film suggestions for lazy loungers.London-based Australian Mandy Watkins launched the company late last year with a pyjama party at Coco Ribbon in Notting Hill. Girls traded the usual party fare - champagne and foie gras canapes - for hot chocolate and brownies and manicures."When I arrived in England, I would go home every night and not want to go out - I wasn't used to the cold winters and all I wanted to do was put on some comfy clothes and stay at home," Watkins explains.

But finding the right kind of loungewear was tricky. "I wanted to wear a nice pair of pyjamas that wouldn't scare my boyfriend, but couldn't find anything, so I decided to start my own company." Only weeks after the launch, customers were buying pyjamas, three pairs at a time, and there was a long waiting list for the prized Ugg boots. Another company - Mine Forever, which opened just off Westbourne Grove, UGG pas cher W11, in November - is launching a website this month. Here, the emphasis is again on lounging, but in serious style. There are camel pashmina dressing gowns lined in soft peachy silk and hand-embroidered with pretty designs, as well as matching hot water bottles, cashmere socks and chic Toile de Jouy pyjamas.

This is certainly not a niche market. Marks and Spencer has drawstring trousers and hooded tops in cashmere, as well as nightwear emblazoned with the slogan "I love my bed", while Gap has come up with cashmere dressing gowns this winter. The underwear label Bodas has added cool, striped white nightwear to its range. Holistic Silk has introduced non-slip slipper socks in vibrant colours and Oasis has recently launched Oasis at Home with sets of simple and feminine pyjamas. UGG Soldes There's just one problem with all this extreme comfort, however - putting on anything other than a pair of fluffy warm boots and wrapping up in a cosy throw suddenly seems like too much effort.

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