Our Story

Natural PJs™ began long before the first pajama was ever sketched.

It began with a fascination for fit, fabric, and the way clothing feels on the body — not just how it looks.

My name is Brenna Finucan, and fashion has shaped my adult life. I trained as a fashion designer, but early on, I found myself drawn not to runways, but to lingerie — the most technical, intimate category in apparel. Lingerie taught me that clothing has a responsibility: it must support the body, respect it, and work in real life.

After college, I pursued every opportunity I could to learn the lingerie industry from the inside out. I worked in retail, trained extensively in bra fitting, and later studied traditional bra-making and corsetry to deepen my technical understanding. Over the years, I worked as a designer, territory sales, and retail — each role teaching me something different about women, bodies, and the clothing they live in every day.

In 2014, that experience came together when I opened Lingerie D’Amour, a luxury lingerie boutique in Burlington, Ontario. The store quickly became known for expert fit, European brands, and thoughtful, one-on-one service. For more than a decade, I worked closely with thousands of women — listening, fitting, adjusting, and learning. Lingerie D’Amour was never just a store; it was a place where women felt seen, supported, and comfortable in their own skin.

But as the years passed, something meaningful became clear.

Lingerie — the bras and foundation pieces women rely on every single day — is chosen with intention, comfort, and care. And yet, the garments worn just as long, in life’s most personal hours, are sleepwear. These pieces are lived in night after night. Despite that intimacy and frequency, sleepwear was increasingly being produced with synthetic fabrics, rushed design, and far less consideration than it deserved.

After years of working with the body, fabrics, and fit, I couldn’t ignore the disconnect.

Why were we sleeping in plastic?

Why had comfort and quality become optional?

Why was something so personal treated as disposable?

I found myself caring more and more about what people wore at rest — what touched their skin at night, how it breathed, how it softened with time, how it supported real comfort rather than just looking cute on a hanger.

That shift led to a difficult but necessary decision.

After more than a decade, I chose to close Lingerie D’Amour — not because it wasn’t successful, but because my work was evolving. I wanted to build something slower, more intentional, and more aligned with how I believe clothing should be made and worn.

Natural PJs™ was created from that moment of clarity.

The brand is rooted in everything I learned through lingerie: attention to fabric, proportion, comfort, and longevity. Sleepwear is approached the same way fine lingerie should be — thoughtfully, carefully, and without compromise.

Natural fibres are at the heart of every collection. Chosen for their breathability, softness, and durability, these fabrics are meant to move with the body, soften with wear, and stand up to real life. Nothing synthetic. Nothing over-engineered. Just well-made pieces designed to feel good from the first wear and even better over time.

Natural PJs™ is designed in Canada and produced with care, with collections created to complement the independent boutiques that carry them. The brand is proudly boutique-only, partnering with retailers who value quality, fit, and thoughtful merchandising — and who believe, as I do, that sleepwear deserves a place in beautifully curated spaces.

At its core, Natural PJs™ is about comfort without compromise.

It’s about respecting the body at rest.

And it’s about creating sleepwear that feels as good to stock as it does to wear.

This brand is the culmination of my journey — and the beginning of a new chapter.