US famous retailer Sweet William just released their first-ever original line — it’s called Fort William and it’s beautiful, simple loungewear for kids.

“I wanted to create a line of pajamas / loungewear that reminded us of old times.
Dickens style nightwear that is cozy but very classic and makes you want to cuddle your child more in the evening. These pajamas have been successful in that regard in my household” comments Bronagh Staley, who founded Sweet William in Williamsburg nearly a decade ago.

Fort William loungewear is all 100% cotton, made for weekend playtime and lazy mornings. The unisex pieces make a comfortable fit for wriggling little ones and easy to layer pieces together. The classic plaids recall Bronagh’s childhood in Ireland.

Fort William can be purchased online, in one of the 3 Sweet William stores (see addresses below) and it will be available for wholesale.

ABOUT – Sweet William is a children’s clothing store located in Williamsburg Brooklyn, downtown Manhattan and Silverlake Los Angeles. We carry a carefully selected collection of independent designers. Our clothes are the highest quality, and made by environmentally and ethically responsible manufacturers. All our products are made from predominantly organic materials. Check back often for updates and new merchandise.



85 Kenmare Street
New York, NY 10012
+1 212 343 7301


324 Wythe Avenue
Brooklyn, NY 11249
+1 718 218 6946


1406 Micheltorena St
Los Angeles, CA 90026
+1 323 741 8161