Last week we were in New York to introduce people to D&D and our world of Sunday’s. If you have met my wife Molly, you know she could convince even the most die-hard nudist that they needed a pair of D&D’s. In our family, there’s an expression that describes this phenomenon: “being Molly’d”. The reality is that if you give Molly 20 mins to tell you our story and haven’t got either a really good excuse or no credit card, you’re likely to end up leaving with a pair of D&Ds. As I sat and watched as various New Yorker were Molly’d, I noticed that different bits of our story are sometimes exaggerated depending on her audience. 

 One thing that’s always constant, is her sense of ‘why’ we’re doing D&D, which is so strong - a connection with the product that is so deep. You see, Molly’s ideal Sunday is; coffee and croissants, music on, pottering around the house or lazily flicking through magazines on the sofa. All made more special thanks to a pair of beautiful cotton pyjamas. These are some of the things that make her happiest (particularly the croissants). Don’t get me wrong, I like all those things (particularly the croissants), but if I could design my ideal day that’s not really what I would do. I’d much rather be waking up in a tent somewhere, hiking around in the snow or at a BBQ outside with a close group of friends.

 So, I found myself wondering when people ask me what I do, how do I tell strangers about D&D? It’s safe to say I never thought that I’d be the only guy in a team of eight women building a company that makes (mostly) women's pyjamas. When I’m speaking to women, I definitely find it a bit easier. In my own way, I can talk about our story - Molly stealing my shirts, jam and coffee spills, needing to make her own … After all, over the past five years, I’ve spent a lot more time talking about the french seams and the length of our shorts than football scores. 

With guys, it’s a bit more tricky. I went on and on about making D&Ds for men and was reminded frequently by most of my mates, guys don’t typically sleep in PJs, and the idea of pottering around the house in a floral two-piece doesn’t appeal to everyone. Until we started D&D, I never really had pyjamas either. But the first thing I’ve always done when I walk through the door at home is to take my jeans off and put something comfortable on. Now, my D&Ds have replaced the tracky bottoms or shorts and I can’t think of a more comfortable part of my un-Marie-Kondo’d cupboard.

When I get home, the keys are down, the jeans are off, my shirt is lovingly dropped on the floor and I am in my D&D’s. To me, they signify the end of the day. They kick me into relax mode. I have a pair to put on when I get home, and a pair to actually sleep in. But to me it’s not about the sleep bit, it’s about what you put on to switch off.

 So despite Mollys brand pack very clearing outlining our message hierarchy, for me the bit I love the most, is having that bit of luxury every single day. I’ve even managed to ‘Molly’ a couple of my mates.

x Joel (The Desmond bit)

DISCOVER MENSWEAR