The idea came from understanding that for a sensitive child, something that looks very small to an adult can feel very big.

The feeling of fabric on the skin, seams, labels, the way clothes fit, feeling too hot or uncomfortable — all of these can change how a child feels, especially at bedtime. Bedtime should be safety. For some families it becomes stress.

We did not want another beautiful children’s pyjama brand. We wanted sleepwear with the sensitive child in mind from the beginning. Behind the product is a larger idea: understanding the child rather than expecting them to tolerate discomfort.

At the same time we think about the mother. She is often the person trying to understand what is bothering her child, choosing what touches their skin, trying to make everyday routines calmer. The brand is about both of them.

CalmU should feel caring and emotional, never childish. Intelligent, beautiful and premium — because we speak to the mother, while the child’s needs stay at the centre.