Amy Pass

In such a scenario, IT'S 9PM, the London-based loungewear brand founded by Amy Pass is reshaping how we think about lounging in luxury. A former luxury retail and design professional, Amy Pass founded IT'S 9PM with a clear mission: to break away from the conventional neutral-toned loungewear that dominated the market and offer something more expressive, vibrant, and sophisticated. After a decade in the creative industry crafting content and marketing strategies for prominent brands, the founder finally turned her long-time passion project into a reality. Her first collection was inspired by the boldness of 1970s vintage aesthetics, with hand painted creations that weren’t just for retreating into comfort, but for celebrating the space we occupy at home. 

Through her loungewear collections but also cotton and linen nightwear and vacation pieces, the designer aims to offer wearers a sense of escapism and joy, transforming everyday dressing into something truly uplifting, while investing in premium fabrics and timeless cuts, from beach to bar to bed! At the heart of this vision lies the Smoking Suit — a daring and refined reimagining of leisurewear that has not only captured the attention of fashion insiders but is fast becoming a cultural icon in its own right. Made from elegant viscose, with its tailored fit, flattering drape, and playful prints, the brand’s stand-out piece transcends the traditional boundaries of loungewear, catering to the growing demand for high-quality, versatile fashion. 

Designed to transition seamlessly between private and public spaces, whether worn at home for a night of relaxation or styled for a day out, its adaptability makes it a perfect example of modern fashion that bridges the gap between comfort and elegance. As the global loungewear market continues to expand, the Smoking Suit appeals to those seeking investment pieces that prioritize both function and flair. Rooted in the desire to combine relaxation with empowerment this philosophy resonates deeply with today’s fashion-conscious, comfort-seeking consumers. What’s more, IT'S 9PM is grounded in values that speak to the conscious consumer. In an era where environmental concerns influence purchasing decisions, the brand champions sustainability through thoughtful production processes and a commitment to high-quality materials, focusing on creating designs that stand the test of time. Expanding its presence through selective retail partnerships in premium boutiques across Europe and North America, Amy Pass has exciting plans for the brand’s expansion. From capsule collections and designer collaborations to bespoke options for private clients, IT'S 9PM aims to further cement its position as a lifestyle brand, not just a fashion label.