This Pyjama Day, discover how Rituals, UNICEF, and War Child are working together to bring comfort, care, and hope to children across the globe. 

There is a reason why pyjamas hold such enduring appeal. They are not just garments we slip into at the end of a long day; they are a symbol of rest, safety, and the small comforts that remind us of home. Pyjamas evoke memories of childhood sleepovers, of lazy weekend mornings, of the quiet joy of being wrapped in warmth. 

Yet, while many of us can take this feeling for granted, countless children around the world cannot. For those facing conflict, displacement, or trauma, pyjamas are not a nightly routine but a distant luxury. Pyjama Day exists to remind us of this contrast. It is an opportunity to take what is ordinary to us and transform it into something extraordinary for children who need it most. 

The deeper meaning of comfort 

Sleep is more than a physical need – it is a foundation for emotional wellbeing, growth and resilience. A child’s bedtime routine is more than just a sequence of steps; it provides a sense of order, stability and protection. When children are denied this, when they are left without a safe place to sleep or the reassurance of familiarity, it can leave deep scars. 

What brings us comfort can, for many, represent a dream still out of reach. By recognising this, we are reminded that our own sense of ease comes with the responsibility to extend care to those without it. 

Rituals and War Child: helping kids dream again 

Since 2013, Rituals has worked alongside War Child, a specialist charity dedicated to strengthening the resilience and mental wellbeing of children affected by war. Through our 10% Profit Pledge, we enable War Child to reach thousands more children each year, providing safe spaces, education and psychological support. 

This collaboration ensures that War Child can respond quickly when crises arise, while also investing in research to expand and improve the quality of care offered. The impact is profound: helping children not only to survive conflict but to begin dreaming once more. 

Rituals and UNICEF: building resilience for future generations 

Rituals has also joined forces with UNICEF to champion one of the most urgent issues of our time –the mental health of young people. As a member of the UNICEF-led Global Coalition for Youth Mental Health, we are committed to making child and youth mental health a priority on global agendas. 

Together, we are helping to reduce stigma, advocate for greater investment, and create supportive environments for young people across the world. The aim is ambitious yet essential: to strengthen the mental health and resilience of 150 million children and young people in 150 countries by 2030. 

For Rituals, this partnership reflects a shared belief with UNICEF – that mental wellbeing is fundamental to a full and healthy life, and that caring for children today builds the foundations of tomorrow. 

Our mission 

At Rituals, our mission has always been to help people slow down and find meaning in the everyday. Through our partnerships with War Child and UNICEF, we extend this philosophy from personal wellbeing to global care. 

This Pyjama Day, you can help too. Whether by supporting donations, spreading awareness, or choosing gifts with intention, your actions can bring comfort to children who need it most. By turning something as simple as pyjamas into a symbol of care, together we can create a world where every child feels safe, supported, and able to dream. 

HEMA and Pyjama Day: making comfort count 

On 13 November, we will once again celebrate Pyjama Day, a moment when colleagues across our European offices come together in their HEMA pyjamas to support children in need. This year is especially significant as War Child marks its 30th anniversary. While the milestone is bittersweet – a reminder that their work remains so urgently needed – it also highlights the power of collective action.  

In January, we proudly deepened our ambassadorship with War Child by committing €1 million to their cause, and in October, more than 400 Rituals colleagues took part in a marathon in their name. These efforts reflect our ongoing dedication to helping children dream again. 

As part of our 10% Profit Pledge, Rituals has committed 10% of our net profit* to supporting causes that are making a positive impact on people and planet, just like War Child and UNICEF. Want to learn more about our 10% Profit Pledge? You can read all about our 10% Profit Pledge here.  

*From 2025 onwards, we commit to spend 10% of our net profit of the previous year (e.g. in 2025, we commit to spend 10% of our net profit of 2024).