Bülte wears her brand's Palmika maxi dress in Khaki (All photos: Pantoum)
When it comes to sleep and loungewear, comfort is a top priority. Itchy fabrics and restrictive cuts simply will not do, making old T-shirts and sweatpants the typical go-to option. Cute pyjama sets are usually seen as an unnecessary luxury — after all, why bother looking good just to go to bed? Elisa Bülte, founder of homegrown brand Pantoum, which curates all things comfy yet chic, wants to change this narrative.
“When you jump into your PJs, it is essentially a moment of pause and self-care after a long day,” she says, emphasising how the clothes we wear significantly impact our quality of life. To her, matching pyjamas in a top-grade textile help end the day on a positive note, gearing both mind and body for rest and rejuvenation.
Originally from the South of France, near Provence, Bülte ventured into the world of comfortable and stylish pyjamas unexpectedly. As part of her studies in France and the UK, she and some classmates were tasked to come up with a business plan. “At the time, PJs were booming and getting out of the bedrooms!” she recalls, noting the trend of sleep and loungewear being styled for the outdoors. She and her team decided to draft a pyjama brand for their project, creating their own imaginary range of cosy pieces.
Bülte’s education and zeal for travelling would bring her from her hometown to Paris, then to Berlin, London and Shanghai. She obtained her master’s in luxury marketing and management, and went on to unleash her creativity in communications and graphic design jobs. Still, the desire to turn her initial business plan into reality did not strike until she made a life-changing trip to Malaysia, where she fell in love with the country’s vibrant culture and beautiful natural landscapes. To her surprise, pyjamas with bold, vibrant prints that reflected the rich environment were uncommon locally, despite the treasure trove of inspiration all around.
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Feeling that such items would be the perfect gift or souvenir to remember Malaysia’s beauty by, Bülte established Pantoum, first as a side hustle before elevating it to a full-fledged entity in 2023. Her goal was to merge Southeast Asian charm with French elegance.
“Of course, I was drawn to the mixed heritage and multicultural diversity we can find here in Malaysia. It was all about everything that caught my [French] eye, like Peranakan porcelain, architectural marvels, fruit markets, rattan chairs,” she comments.
Choosing a name that encapsulated the label’s ethos and blending of two nations and their respective styles and cultures proved difficult. Wanting to do the matter justice, Bülte took her time to conduct research and discuss with those close to her and eventually settled on one that was a nod to both Malay heritage and French literary culture.
“It wasn’t easy, as I was trying to find a name that relates to both worlds: Malaysia and France. It needed to be not too hard to pronounce or remember. Then, a friend mentioned pantun [‘poetry’ in Malay], or pantoum [a French poetic form adapted from pantun], to me and, after giving it some thought, it became obvious!” she smiles.
Bülte wanted her designs to serve as a form of “visual poetry”, and the name allowed customers to instantly get an idea of what the brand stood for. “This traditional Malay poetic form has also been adapted and written in French in the form of quatrains. Many people do not know about that. I felt it was a great way to create a bridge between the two. My personal universe is quirky, whimsical and imaginative, so it resonated well with poetry.”
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At the core of Pantoum’s sweet hand-drawn prints is a sense of wanderlust that never fades, whether the wearer is in the comfort of home or out seeing the world. Bülte, who herself found a “home away from home” in Malaysia, wanted to imbue each piece with a sense of comfort that eases the soul and helps one pause and wind down at the end of the day, helping one get back on one’s feet and eager to take on the world the morning after.
Beyond exclusive patterns, the label also operates on a small production scale and uses soft, skin-friendly organic materials. Passionate about sustainable creation and ethical consumption, Bülte knew it was important to ensure all aspects of the business were as green as possible. “The brand uses organic cotton and we try to partner with suppliers that respect the planet as much as possible and have good working conditions for their employees. I mostly collaborate with family-run businesses, since I definitely prefer close and one-to-one relationships.”
As Pantoum continues to expand — she hopes to design “more dresses and probably experiment with the trend of ‘dayjamas’” — followers can expect it to build stronger connection with its client base, suppliers as well as partners.
Bülte wishes to provide a meaningful experience for all connected to the label and leave a positive impact on the world while at it. “We do our best to engage with local charities, as well as other eco-friendly brands. "I am hoping to work by pre-order in the near future, to be more conscious of the fabric supply. Next will be the packaging, though, for now, I use kraft paper bags and boxes made with a local female-owned printing company. I will also soon partner with a green delivery service that employs underutilised city infrastructure to deliver parcels efficiently, helping lower carbon emissions and reduce traffic congestion.”
This article first appeared on May 19, 2025 in The Edge Malaysia.
