Matzah pajamas are the latest trend in a long history of American Jewish branding

(JTA) - Rabbi Yael Buechler conceived of her latest product two years ago, after planning ways to make the Passover seder fun for her two young sons. But it wasn't until she started promoting the matzah pajamas she designed that she decided to make adult sizes, too.

After she reached out in December 2021 to The Maccabeats - the Orthodox a capella group that releases splashy new videos for most holidays - to offer kids' pajamas for their Passover project, they demurred.

"They wrote back jokingly, 'Haha - but like, do they come in grownup sizes?'" Buechler recalled.

But these days, both lines se...