Design Thinking: DROWSY®

Rachel Huss
12 minutes ago
2 min read

Woman sleeping on a white pillow, wearing a dark blue, star-patterned eye mask. She has elegant jewelry on her wrist and fingers. — Image courtesy of DROWSY®.

In Graduate School, professors loved to discuss "Design Thinking." Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding (Dam and Siang). Design Thinking enables companies to understand consumer needs.

Silk pillowcases in beige boxes with black ribbons, labeled "DROWSY," on a light surface. Text: "WELCOME TO THE DEEP SLEEP CLUB." — Image courtesy of DROWSY®.

In this article series, I contacted different companies to learn how organizations apply Design Thinking. I spoke with DROWSY® Global Brand Director Thom Hemelryk to learn more about the company.

Man in a white shirt smiles while reclining on a couch with yellow pillows, abstract brown artwork in the background, sunlit room. — Image courtesy of DROWSY®.

Smooth black satin fabric with "DROWSY" embroidered. Elegant folds create a luxurious, calming ambiance. — Image courtesy of DROWSY®.

1. What makes Drowsy different from other sleepwear companies?

Honestly, we do not really think of ourselves as a sleepwear company.Drowsy started from a very personal frustration. Everything around sleep felt either super clinical or kind of boring. We wanted to create something that actually felt like rest.

What makes us different is that we obsess over the experience, not just the product. From the weight of the fabric to how it touches your skin, to how you feel emotionally when you put it on, it is designed to slow you down. We are not chasing trends or logos. We are building something you reach for at the end of a long day because it signals, okay, now I can switch off.

Woman in white shirt with green sleep mask holds red phone, looking contemplative. Sunlight filters through a window behind her. — Image courtesy of DROWSY®.

2. How has Drowsy evolved since its founding?

In the beginning, Drowsy was very much about solving a single problem really well. Better sleep, full stop. But as the brand grew, we realised people were not just buying a product. They were buying into a feeling and a ritual.

Woman with dark hair tied in a bun using a large navy scrunchie. She wears a white collared shirt. Neutral background. — Image courtesy of DROWSY®.

We have evolved from being product first to experience first. We have become much more intentional about design, storytelling, and how everything fits into someone’s nightly routine. At the same time, the business has matured a lot. We have better systems, a stronger team, and a much clearer long term vision. But the core idea has not changed. Make rest feel special.

Man sleeping with a burgundy sleep mask labeled "Drowsy" in a bed with white sheets, wearing a bracelet and watch. Peaceful setting. — Image courtesy of DROWSY®.

3. How does Drowsy incorporate its mission and vision into its products?

Every decision starts with one question. Does this help someone rest better, physically or mentally?That shows up in the fabrics we choose, the way our products fit, even the colours and textures we use.

We think of Drowsy products almost like modern rituals. When you put them on, it is a cue to your body and mind that it is time to slow down. Our mission is not just better sleep. It is helping people reconnect with rest in a world that is constantly pushing them to do more.

Woman in pink pajamas and eye mask lounges on a pink bed. She rests on her elbow, creating a relaxed mood. Fabric is smooth and glossy. — Image courtesy of DROWSY®.

4. What is the future of the company?

The future of Drowsy is much bigger than sleepwear. We are building a global rest and wellbeing brand, one that lives in people’s homes, routines, and eventually even physical spaces.

Long term, we see Drowsy as a reference point for how modern rest should feel. Elevated, intentional, and deeply human. Whether that is through new product categories, experiences, or collaborations, the goal stays the same. To help people slow down and live better lives.