Down the Rabbit Hole of Roller Rabbit

I imagine that Alice encountered a few warning signs as she tumbled toward the rabbit hole. If I remember correctly, her infamous plunge resulted from the startling white bunny, which suddenly crossed her path. Quickly, Alice abandoned the more responsible choice of spending time reading her book and instead pursued the adorable, elusive white rabbit.

I, too, have fallen into the same trap.

  I have laid down my books and begun a pursuit of something equally cute, equally elusive, and coincidentally, also a rabbit. I have fallen down the rabbit hole of chasing Roller Rabbit pajamas…and with each new product drop and brand collaboration, the further I fall.

Like Alice, it all began on a beautiful day in a magical place, the island of Nantucket… Perhaps I was young and naive, but when I saw the line snaking down Center Street, filled with girls ranging from 10-25, my curiosity piqued. After a few clicks on my phone, I learned of Roller Rabbit. For those who have yet to go down the rabbit hole, Roller Rabbit was founded by Roberta Freyman during her travels to India after discovering a discarded piece of cotton fabric with hand block printing. The fabric, coupled with an Indian fable about a magic rabbit seeking joy, inspired the Roller Rabbit brand, which focuses on vibrant colors and whimsical patterns.

My interest piqued, and a click on their website was incentive enough to remain in line… And Roller Rabbit knew how to entertain the customer while we waited. Rumors–which proved to be true–of limited edition Stanley cups hand-painted with Roller Rabbit/Nantucket themed decor were available for purchase. Giveaways of food from local vendors, stickers, and Instagram opportunities all added to the party atmosphere. Offerings of limited-edition and regional merchandise exclusive to Nantucket were enticing.

Thirty minutes later, I found myself happily paying $120 for the 100% Pima cotton “Nantucket Memories" pajamas, along with the $70 coordinating toiletry case that was water-resistant due to a protective poly coating.

So I had officially stumbled into the rabbit hole. Over the past 2 years, I have added the “Paris Postcard”, “Sleepy Sloths”, and “Disco Hearts” to my collection. I’ve also waited in line for collaboration with high end retail stores, such as LoveShackFancy, as well as discount retailers, such as Target. More recently, Roller Rabbit has been popping-up on campuses, including Louisiana State, Tulane, and the University of Florida, offering their trademark “Lovely Monkey” pajamas in school colors. If you are listening Roller Rabbit, please come to Boston College! I will be the first in line.

And that is how I began my free fall into the rabbit hole of Roller Rabbit. Much like Alice, it all began with a beautiful, lazy day, an impulse decision, and a really cute rabbit.

Photos from Roller Rabbit