Founders’ Journey: Why We Founded Dagsmejan

From a kitchen-table idea to a decade of Swiss sleep innovation

Ten years ago, we were in the middle of established corporate careers — busy, structured, and externally successful. Yet beneath the surface, a quieter question began to take shape: What do we want to do with the second half of our lives?

We’d always shared a passion for health and wellbeing, and the more we learned about what truly supports human performance, happiness, and resilience, the clearer one insight became: Sleep is the foundation for everything.

But as we reflected on our own routines, something struck us: We lived in a world where we optimised our days — our sportswear, our diet, our tools — but at night, we wore sleepwear that had never been designed for sleep.

Why wasn’t anyone asking how sleepwear could contribute to better sleep?
That simple question sparked the idea that became Dagsmejan.

Starting With Science — Not Marketing Claims

From the very beginning, we knew that if we were going to reinvent sleepwear, it had to be based on real science — not trends, not empty promises.
So before creating a single product, we applied for and received an Innosuisse-funded research project, partnering with two of Switzerland’s most respected institutions as well as the Stockholm university:

• EMPA, the Swiss Federal Laboratories for Materials Science and Technology — one of Europe’s most advanced centres for materials research, testing, and innovation.
• HSLU (Lucerne University of Applied Sciences and Arts), one of Switzerland’s leading universities for applied research in engineering, technology, and design.
• A leading professor in physiology at Stockholm University, bringing deep expertise in thermoregulation and sleep biology.
  

Together, we explored how temperature, moisture, and skin comfort influence sleep quality — long before “sleep optimisation” became a buzzword.
Our goal was clear: Go beyond marketing claims and create a product that truly helps people sleep better.

Today, that foundation continues. We now collaborate with leading experts worldwide — sleep researchers, physiologists, textile engineers, dermatologists, and performance specialists — all working toward one mission: better sleep for everyone.

From a Kitchen Table to a Global Community

When we officially founded Dagsmejan in 2016, the “office” was our kitchen table.
Our first “warehouse” for Switzerland? Our home.

We packed every box by hand.
We answered every customer message personally.
We handled every challenge ourselves.

It was chaotic and beautiful — and full of purpose. From that tiny home base, the journey began.

The Highs: Milestones That Still Make Us Proud

Some moments along the way will stay with us forever:

• Watching the Swiss National Ice Hockey Team play
  Since 2021, the players have worn Dagsmejan to support their recovery in every key tournament. Few things make us prouder than seeing top athletes trust our innovation with their rest.
• Helping over 200,000 people sleep better
  Every single garment that leaves our hands becomes part of someone’s night. Knowing that we’ve improved the sleep of more than 200,000 people remains one of the most meaningful milestones of our journey. And we read every customer review made.
• From Our First Store to Switzerland’s Finest Destinations
  A dream that began on our kitchen table now has its own space — a place where customers can feel the fabrics, try the garments, and discover the innovation firsthand. We’re equally proud that Dagsmejan is now carried by Switzerland’s premium department stores and featured in leading health and wellness retreats such as the Grand Resort Bad Ragaz, where sleep, recovery and wellbeing take centre stage.
• Recognition for innovation and growth
  Being named one of Switzerland’s most innovative companies — year after year and being recognised by the Financial Times 1000 as the fastest-growing apparel start-up in Europe are milestones far beyond what we imagined in the early days.
  We were also honoured to be nominated for the SEF Award in 2020 for our global success and innovative approach to sleepwear, and to see Catarina Dahlin receive the title of SEF Female Entrepreneur of the Year 2023.
  For an apparel company, this is rare — and it reaffirms that we’re not just making sleepwear, but meaningful innovation that genuinely improves people’s livess

The Lows: The Challenges That Shaped Us

The journey, of course, hasn’t been without its challenges. Some of them were defining moments:

• A major new product development had to be cancelled
  After heavy investment, years of development, and countless tests, the product didn’t meet our performance standards — so we made the difficult decision to walk away. Hard, painful, but true to our values.
• Our largest wholesale client cancelled their order — due to COVID
  Just as the pandemic hit, our biggest wholesale partner pulled their entire order because of the uncertainty in retail. It was a moment of profound instability, and for a time, the future felt unclear.
• Supply chain disruptions brought our cooling collection in September
  Instead of during spring, when customers needed it most. A sharp reminder of how vulnerable a young, growing brand can be in a complex global supply chain.

These challenges didn’t stop us — they strengthened our resolve. They reminded us why we started and who we’re doing this for: people whose nights — and lives — can be improved through better sleep.

A Personal Journey, Too

Alongside building Dagsmejan, we were also building something else: a life together.
We’ve now been together for ten years — and eight years after founding the company, we got married. Growing both a company and a relationship hasn’t always been easy, but it has made every success, every challenge, and every milestone even more meaningful. Dagsmejan is not just our work — it’s a shared passion and a shared purpose.

Looking Ahead: The Next Decade of Sleeping Smart

From a kitchen-table idea to a global community of sleepers, the journey has been extraordinary — and deeply humbling. In the years ahead, we remain committed to:

• advancing the science of sleep,
• developing next-generation natural fibre innovations,
• and helping people around the world sleep better, naturally and comfortably.
  

Our mission today is the same as the day we started: to improve the world’s sleep, one night at a time. Thank you for being part of this journey — your trust, your stories, and your nights continue to inspire everything we do.

With gratitude,
Catarina & Andreas