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Sleeper Hit

Wearing pajamas isn't just for bedtime and escaped mental patients anymore.

This story appears in the July 2002 issue of Entrepreneur. Subscribe »

Maybe it's their popularity on TV shows like Will & Grace. Or perhaps people want to make a statement with their funky polka-dot retro PJs. Whatever the reason, novelty pajamas are hot--not only for bedtime, but as fashion for outside the bedroom.

"People are looking for something with whimsy and fantasy to escape the everyday," says Karen Koza, director of marketing at the Apparel and Footwear Association and spokesperson for its Intimate Apparel Council Division.

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