During the circuit breaker, Faruq sisters Boutaina, 35, Soukaina, 27, and Amira, 24, found themselves having to choose between comfort and style. And that simply would not do.

“We were in pyjamas or loungewear that didn’t always make us feel or look good. I’m sure a lot of women out there felt that way too,” says Amira. “That was when we realised we shouldn’t have to choose between feeling great and being comfortable.”

With that, the idea for premium loungewear label Rawbought (rawbought.com) was born. Things kicked off with the discovery of a particular modal fabric, a semi-synthetic fibre made from beech tree pulp. It was love at first touch.

“Immediately, we thought this would make amazing pyjamas,” says Amira. “We’re passionate about self-care – getting a good night’s rest, setting yourself up for the next day.”

They launched Rawbought in December with short and long pyjama sets ($79 to $99) and sleepshirts ($75) for women, and added lingerie last month.

Unlike other start-up brands, the sisters have a leg-up as their family runs an apparel manufacturing business in Bangladesh. The company, started by their Bangladeshi father and Moroccan mother, has been manufacturing for high-street retailers such as Next and Marks & Spencer for more than 25 years. The family moved to Singapore in 2010 to set up the company’s headquarters here.

Growing up, family days out were spent in Mymensingh in north-central Bangladesh, where the factory is located. The sisters would go on “fun versions” of the factory tours designed for clients. As such, they have always been up to date with fashion trends and fabrics.

The elder sisters joined the family business after university, while Amira spent two years working in management consulting first. “But it was hard to find our footing in such a large organisation,” she says, referring to the family business.

The sisters wanted to carve a name for themselves and branch into fashion retail. The pandemic offered the perfect opportunity. For the new venture, they leverage their strengths: Boutaina is good with customer experience, Soukaina with brand positioning and Amira with sales and design details.

Her younger sisters, Boutaina says, are “more stylish” and in charge of talking to the designer.

Their intimate access to the back end has afforded them advantages. While most retailers order more than a year ahead, the sisters are able to stay on top of trends and improve a product within three weeks of receiving feedback.

Most importantly, they can ensure their practices are as green as their label claims. The factory has a Leadership in Energy and Environmental Design certification – an internationally recognised green building certification – which is upheld by monthly audits by the external brands it manufactures for.

Factory employees are paid a living wage and Rawbought uses mostly sustainable, ethically sourced fabrics, modal included. “Because we work with top brands, the factory needs to be compliant in all practices,” says Ms Boutaina.

Ms Amira adds: “You are paying a premium, but there is a reason for that. We know what happens in every step of the manufacturing process. That transparency is not something you can get from every brand.”

Four months in, Rawbought is already seeing repeat customers, mostly local women aged 25 to 40. With plans for pop-ups and new products, the year ahead looks busy for the sisters.

Noting how the lines between loungewear and streetwear have become blurred, they are next looking at making “transitional loungewear” that can be worn outdoors. Options for men and children are also in the works.

And once borders reopen, they hope to make a trip to the factory.

Soukaina says: “We would love to be more involved in the process and meet the people who are making Rawbought.”

A version of this article first appeared in The Straits Times