Founded by Caitlin Rutherford, Naomi was born out of inspiration.

A year ago, the idea for Naomi sparked.

It began with conversations with friends and family,  that all pointed to the same thing: sleepwear had become an afterthought. Pieces that felt rushed, disposable, and lacking care. That realisation marked the beginning of Naomi. 

What followed was a period of exploration. A simple Pinterest board became a place to gather feelings, not just references, but a mood. Through considered research and refinement, it became clear that New Zealand was missing something: sleepwear that felt elevated yet effortless. Timeless, but still soft. Feminine, without trying too hard.

There were many iterations. Moments of doubt. Slow progress. Then clarity.

Naomi is not trend-led, or season-bound. It is an ongoing expression of rest, designed to move with you, through shifting routines, moods, and moments.

We don’t just design garments; we are shaping experiences. Naomi is a non-seasonal expression of rest, designed to move with the rhythm of your night, or ease the beginning of a slow morning. 

Rooted in simplicity and intention, we work with high-quality, considered bamboo fabrics that’s designed to be lived in.