Alice dreamt up Yawn because she was finding it increasingly hard to relax – and the women in her life were feeling the same. Frazzled from juggling the demands of her management consultancy work and a young family, she had lost her passion and dreamt of creating a pj brand that would say it’s ok — good even — to slow down. She approached Phil and Roly, co-owners of branding agency Without, to come on board as co-founders.