Brain Sleep Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; Representative Director: Kosuke Michibata; hereinafter referred to as "Brain Sleep") launched the "NOMIN PET BED" on Thursday, December 9th. This product is a collaboration with Kumiko Obinata, a personal stylist and avid dog lover who has grown up with rescue dogs since childhood. Ms. Obinata is also a member of the "NOMIN Project 2021," which promotes "brain sleep," or high-quality sleep that allows the brain to rest, a concept advocated by Brain Sleep. The goal of this collaboration is to provide the best sleep for pets, who are cherished family members just like humans. "NOMIN PET BED" https://brain-sleep.com/products/nomin_pet_bed Characteristics of Dog and Cat Sleep While much about the sleep mechanisms of dogs and cats remains unknown, sleep is as crucial for them as it is for humans, and high-quality sleep supports their overall health. ① Dog and Cat Sleep Duration Dogs and cats sleep for a significant portion of the day. The average sleep time per day is about 12 to 15 hours. For puppies and kittens under one year old, who are still growing, and for senior dogs and cats whose physical strength is declining, it can be around 18 to 19 hours. A characteristic feature is that dog and cat sleep is polyphasic, meaning they alternate between sleeping and waking throughout the day. ② Characteristics of Sleep in Senior Dogs and Cats It is said that older pets tend to sleep in the same environment as when they were younger. It is important to create an environment that supports their mind and body. Just like humans, as they age, sleep problems can become more common, such as poor circulation and joint stiffness due to prolonged sleep. ③ It's Recommended Not to Sleep with Your Pet! It has been observed that dogs and cats, like humans, alternate between REM and non-REM sleep. Human sleep is typically said to consist of 25% REM sleep and 75% non-REM sleep. Dogs and cats follow a similar pattern, but they wake up quickly in response to sounds or presence. Also, during REM sleep, their paws may twitch vigorously. While it's tempting to sleep together because they are cute, it's recommended to sleep separately to maintain a good relationship with your pet, as you might bump into each other and disturb each other's sleep. Collaboration Background Sleep and health are deeply intertwined in pets such as dogs and cats, and sleep is crucial for maintaining a healthy mind and body. Senior dogs, in particular, require more care due to longer sleep durations and decreased immunity and muscle strength. However, current pet beds on the market are not designed from a sleep science perspective, and very few are designed to be entirely machine washable for hygiene reasons. Furthermore, the pet market has been growing recently, and there has been a shift in how owners approach living with pets, paying attention to creating pet-friendly environments and managing their health. Amidst this, it was observed on social media that Brain Sleep's main product, the "Brain Sleep Pillow," was also popular with pets. This led to the development of a pet bed, driven by the desire for pets to also enjoy comfortable sleep. From this perspective, we collaborated with Kumiko Obinata, a personal stylist who has lived with rescue dogs since childhood and currently lives with four rescue dogs, including seniors, to develop a pet bed that focuses on functionality and also incorporates design elements. Product Features A functional pet bed that supports mind and health １．Features a Care Slope and Barrier Circle As pets age, their leg strength declines, and they may become hesitant to use stairs on their usual walking routes or steps inside the house that were previously fine. This bed is designed with a slope to care for senior dogs and cats, as well as young puppies and kittens who may stumble. The soft cushion of the barrier circle provides a sense of security, gently cradles their head, and supports deep sleep. It can be used safely for a long time. ２．Thoroughly supports "accidents" A potty pad can be placed under the mat, preventing it from shifting and reducing concerns about soiling the floor. This provides peace of mind for puppies and kittens, as well as senior pets during periods of frequent urination or vomiting. ３．Adopting the best features of the Brain Sleep Pillow ① Airloop material that supports heat dissipation With excellent breathability from special materials and a unique structure, it lowers the brain's core body temperature and creates comfortable sleep. ② Unique three-layer structure made of special material Excellent pressure distribution ensures it fits perfectly regardless of sleeping position, even when lying down for extended periods. ③ Clean & Eco-friendly With a strong emphasis on hygiene*, it can be easily kept clean. Not only the cover but also the cushion material is machine washable. The cushion material is made from 100% recyclable resin. The manufacturing process uses weaving instead of adhesives, with recycling in mind. Kumiko Obinata's Commitments １．Photo spot "Zzz mark" "This idea came to me while designing, imagining pets sleeping. When they're sleeping cutely, you can't help but take photos, so I thought it would be fun if a mark fit perfectly then. My husband and I designed this mark together." ２．Matching with interior decor "Pet products tend to have a childish impression, so when considering the design, I was particular about the fabric to make it harmonize with interior decor. In addition to hygiene, such as deodorizing and antibacterial properties*, I also considered durability, as I want it to be used for a long time." *The cover uses the unique antibacterial and deodorizing treatment DEOFACTOR®. It breaks down harmful substances that adhere to fibers. Product name: NOMIN PET BED (Limited quantity) Price: 44,000 yen (tax included) Color: Light Gray or Brown Size: W750 x H130 x D550mm Release date: Thursday, December 9, 2021 Product page: https://brain-sleep.com/products/nomin_pet_bed A portion of the proceeds will be donated to animal welfare organizations. Kumiko Obinata Profile After working in the apparel industry, she became an independent personal stylist in 2013. Since then, she has gained recognition in the industry and expanded her field of activity, including publishing a book in 2016. In her private life, she is known as an avid dog lover, and her Instagram (@kumi511976) features posts about her dogs and her activities for rescue dogs. What is the NOMIN Project? The Brain Sleep company aims to solve Japan's sleep debt, as Japanese people are said to have the shortest sleep duration in the world. The "NOMIN Project" aims to help people experience high-quality sleep, or "brain sleep," from various perspectives and integrate it into their lifestyles. It is a project where Brain Sleep promotes high-quality sleep, or "brain sleep," with leading figures in various fields. Through collaborations and projects aligned with the activities of each participating member, utilizing various tools such as YouTube and Instagram, the project aims to disseminate correct sleep knowledge and integrate high-quality sleep, "brain sleep," into lifestyles from various angles, including fashion and beauty.
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