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Then
Now
Ten years ago...
we launched with a small line of clean, simple basics.
Just everyday essentials in the softest organic pima fabric we could find.
But not long after we introduced our first pajama prints, it was obvious where the magic was.
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Pajamas became the heartbeat of this brand.
They're what your kids reach for first.
They're what you tell your friends about.
They’re what we’ve built our best ideas around, along with what’s coming next: underwear, in the same standout prints and colors you love.
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So we’re evolving.
12|12 is now 12:12.
It’s a name you can actually say out loud, and a look that finally matches who we are today:
Bold, bright, fun, and unapologetically print-forward.
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The idea behind it?
“It’s 12:12 somewhere.”
A kid-friendly take on “5 o’clock somewhere", those rare moments when time slows down and everyone stays in pajamas a little longer.
It’s the Saturday-morning vibe.
The snow-day energy.
The stay-in-your-pjs-til-noon mood.
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Nowhere to be.
Anything to do.
This rebrand is our next chapter.
Same quality. Same fit.
Just a name and a look that finally feel like us.
Welcome to 12:12.
Where the dress code is pajamas. Always.
