During the 2023 holiday season, I was searching for matching loungewear sets to gift my girlfriends. I wanted something soft, clean, and meaningful, but everything I found was either overpriced or made with questionable materials. That’s when the idea for Routine began.

In November 2024, that idea became Routine the Brand, built by me and my mom, Dina. After launching Sienna Swim in 2022, we wanted to create everyday essentials that felt luxurious but still practical - a softer, healthier approach to comfort at home.

Routine Sleep became our first collection: sets crafted from ultra-soft viscose made from organic bamboo, designed to be breathable, toxin-free, and supportive of real rest. They feel soft and luxurious, but they’re also practical — lightweight, temperature-regulating, and gentle on sensitive skin. Every detail was made to make winding down feel intentional and to prove that comfort and care don’t have to come with compromises.

Now, a year after launch, the brand continues to grow and evolve. We’re refining who we are and are excited for the next phase of Routine. Thank you for being part of it.

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xo,

Sienna & Dina Gomez