When Anne Read Lattimore and Cassandra Cannon set out to design the perfect pajamas, they weren’t chasing trends—they were chasing a feeling of softness and simplicity with a touch of Southern charm.
What was originally a shared dream between two new moms in Savannah has grown into LAKE, the sleepwear and lifestyle brand beloved for its signature stripes, timeless silhouettes, and lived-in luxury. A decade in, LAKE has become a staple for cozy mornings and everyday celebrations.
With cozy season officially here, we sat down with Anne Read and Cassandra to chat about rooting their brand in comfort and confidence, evolving together, and staying true to their signature softness.
Can you tell us about the very beginning of LAKE?
We knew we’d make good business partners and just needed to land the right idea. After our first children were born, we felt the need for polished, timeless pajamas that felt feminine and presentable—people were stopping by all the time! We noticed how soft our children’s sleepers were—that 100% Peruvian Pima cotton—and set out to make women’s pajamas in the same incredibly soft fabric.
From your first classic stripe to a full lifestyle brand, how has your design philosophy evolved as LAKE has grown?
At LAKE, we’re always looking for ways to fit seamlessly into our customers’ lives. We started with sleepwear, and now we’re expanding into other moments that matter to her, finding those touchpoints where we can meet her needs in a way that feels natural and true to her lifestyle. We always offer classics, which we call The Mainstays, that are seasonless and meant to be worn year-round. At the same time, we love giving her newness through seasonally forward styles in our signature fabrics.
How do you stay grounded in your brand DNA while still innovating?
We always say that the best, most exciting thing about LAKE is the product. We are always finding inspiration and have found that we can push towards more style-forward silhouettes while still maintaining our timeless appeal. Softness is a priority, but there’s still ways that we innovate within the 100% Peruvian Pima fabric. Our pointelle sets, for example, and our Seersucker, are still 100% Peruvian Pima, so they’re soft while still allowing for special details.
We love that LAKE celebrates the everyday magic—what are your quiet joys?
A lot of what we celebrate at LAKE is reflective of our own lives—we love a drink with our husbands after a long day, the first cup of coffee (or tea!) in the morning—especially now that there’s a chill in the mornings in Savannah. Saturday mornings with our kids before the rush of sports games—and changing into pajamas at the end of the day will always be one of our favorite feelings.