In the heart of Vienna, the “Wäscheflott” manufactory has been producing nightwear with style and quality for over 75 years. But in the last two years, owner Beatrix Weissel has put pyjamas, once a supporting actor, in the spotlight. Her goal: to combine tradition and modern craftsmanship and thus make a statement for sustainability and exclusivity.
Wäscheflott is a genuine family business that has been around since 1948. “Last year we celebrated our 75th anniversary,” says Beatrix Weissel, who took over the business in 2011 after the death of her father Rudolf Stekl, proudly. Nightwear has been an integral part of the range from the very beginning, and in recent years in particular, the focus has increasingly shifted back to tailor-made pyjamas. “The clientele has changed over the years. Today, many people understand the added value of craftsmanship again and are willing to pay for it.” Pyjamas have also become a trend away from the bed: Stars such as Rihanna, Salma Hayek, Zendaya and Celine Dion regularly appear in silky nightwear at VIP events or dinner parties.
Customized work that convinces
After all, tailored pyjamas offer far more than just sleeping comfort. “The cuts change over time, as people get bigger and have different requirements. Our customers get exactly what they want – perfectly tailored to their individual wishes and needs.” Weissel emphasizes that her workshop is based in Vienna, which provides a significant quality advantage: “We only use the best fabrics from Europe, for example from Switzerland or Italy, and produce entirely on site.”
The choice of materials remains deliberately classic: cotton and silk set the tone, no jerseys or synthetic fibres. “This ensures durability and a high level of comfort,” she explains. Customers also appreciate extras such as monograms or combinations of pyjamas and robes.
Tradition meets sustainability
Sustainability plays a central role at Wäscheflott. Weissel explains: “Many people don’t even know that with conventional fabrics, rubber fibers or other additives often don’t have to be declared. With us, cotton really is 100% cotton.” Their pyjamas often last for over a decade, and if something does need to be repaired, Wäscheflott offers an uncomplicated service: “Sometimes customers come back after ten or 15 years to have the elastic in the waistband replaced, for example.”
Pyjamas with a Viennese soul
The decision to produce in Vienna was a conscious one: “Vienna has a special clientele with a strong sense of quality. The customers here appreciate craftsmanship – I can also see that in other traditional Viennese businesses.” However, in order to stay in the conversation, you have to keep coming up with new ideas alongside top quality. For example, “Wäscheflott” produces its own sleep spray in cooperation with “Mama Matters”, which is accompanied by a luxurious sleep mask in the set. For Weissel, this is a logical step: “Good sleep is more important than ever, especially in times when people are increasingly stressed.”
While fast fashion and online shopping dominate the market, Wäscheflott remains a counter-design. “Fast fashion thrives on price, but ultimately the workers in the producing countries pay for it. We focus on appreciation – for the product, for the craftsmanship and for the people.”
Exclusive: Click here for the MYHOME collection
The collection comprises around 20 different styles, from pyjamas to nightgowns, always with a focus on classic elegance. “We don’t follow short-term trends, but focus on timeless classics.” Wäscheflott is therefore positioning itself not only as a manufacturer, but also as a guardian of Viennese craftsmanship – and as an ambassador for sustainable luxury.
Luxury that readers of MYHOME.AT can now also enjoy. Our exclusive collection is now available at Wäscheflott – in two designs (FINDMYHOME and MYHOME), different sizes (also for children!!!) and at a price of 249,- €.
Beatrix Weissel took over Wäscheflott, which was founded in 1948, after the death of her father Rudolf Stekl in 2011. The mother of three children attaches great importance to high-quality craftsmanship – and if she can’t be found in the store in 1010 Vienna, then most likely in the company’s own workshop in Vienna’s 3rd district.
To the MYHOME.AT Edition pyjamas
Photos: Sybille Sierlinger (MYHOME); Monika Pachler-Blaumauer (Wäscheflott)
