Alice dreamt up Yawn because she was finding it increasingly hard to relax  and the women in her life we're 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 its ok  good even  to slow down. She approached Phil and Roly, co-owners of branding agency Without, to come on board as co-founders.