From Counting Sheep to the Golden Fleece
Pajamas. Not exactly apparel top-of-mind when you think of the old "walking billboard" adage of the promotional clothing world. People wear them when they sleep after all, which seems about as good a place for a promotion as a billboard buried 600 miles underground, surrounded by illiterate giant bats who have a frothing, all-consuming hatred of billboards, commonly expressed with them immediately shredding and rending to pieces any freestanding advertisements they find.
In other words, common sense dictates that promotional apparel placed where it will get exactly the least amount of eyeballs possible probably isn't a good idea. But, is decorated sleepwear really that invisible of an item? Sure it gets worn in the bedroom, but what about more public places?
What about colleges, where sleepwear is commonly worn to study lounges and shared dormitories (not to mention used as a booster item for sororities, fraternities and college bookstores)? What about as spirit apparel for girls' sports camps, such as a summer sleep-away softball or cheerleading camp? Children's hospitals? Incentive items? The list of public settings for sleepwear goes on and on, and that's without even considering pajama's grown-up cousin, the bathrobe, which opens up even more avenues and angles for promotion.
To make sure you're successful in your bedroom branding attempts, read up on what's in style, what's been successful and why robes and pajamas are not only far from the buried billboards some think them to be, but also sometimes just the item needed to get the promotional job done.
Since most "sleepwear" isn't really for sleeping so much as it's for those "just-woke-up-and-have-to-get-breakfast-in-public" moments, the "tops" portion of such outfits haven't evolved much past whatever comfy-tee or hoodie is handy at the moment. The bottoms of these outfits however, being distinct to the whole "comfortwear" idea and used almost solely in that arena, have cultivated their own special kind of style.