#6. Pyjamas
In 1970, Alvin and Heidi Toffler wrote about the “Future Shock” created by rapid technological change. Fast-forward to 1991 and Faith Popcorn predicted the emergence of ‘cocooning’ – a reaction against the unpredictable and somewhat stressful nature of modern life. Scrawl forward again a few digital decades and it looks like more of the same.
So what have pyjamas (PJs, Jim-Jams, sleep suits et al) got to do with rapid technological acceleration and rampant economic uncertainty? Simple. They offer physical and emotional warmth in cold and complex times. But escapism isn’t the only reason. More people are working from home nowadays, so what some people wear to work doesn’t really matter. We are also spending more leisure time at home surfing websites rather than going out, so this is fuelling the trend also.

Implications
Rising sales of nighttime clothing, especially ‘third wardrobe’ items that can be worn in bed, around the house or front of the television or computer. BTW, if you are the type of person that likes to go shopping, or collect the children, wearing PJs there’s a word for you. It’s “No!”