A couple of weeks ago the SD Team got a chance to catch up with our favourite sweat pant brand- Lazypants. We sat down with Lazypant’s President and Creative Director Adam Bledin to get the inside scoop behind the brand, and to figure out how being Lazy is the next big thing.
SD: What made you guys decide to tap into the higher-end sweat pant industry? Was there an A-Ha moment or was it more of a developed strategy?
AB: When we first started out, we aimed to create denim and sweats for the upper end market. Quality is a very important us, so naturally the cost of producing quality goods, in limited quantities, forced us to target the higher end market. Denim is a very saturated market with many amazing brands, and we were unable penetrate that market, however we learned a lot of lessons along the way and were able to see the opportunity in the higher-end sweat pant industry, so we decided to switch the company direction, and put all of our resources behind Lazypants.
Keeping along the lines of success, when you first created your initial samples, did you ever imagine that the Lazypants brand would take off in such a hurry?
Honestly we had no idea what the response would be. We knew that we had made a high quality, very comfortable pant, with a unique cut, that we really liked, but you never know what is going to happen until it hits the store floor. We have to give a lot of thanks to TNT for taking a huge chance on us. I don’t think that anyone can build sweat pant line as well as they can.
I don’t think the direct message of the Lazypants brand is to simply be Lazy. What is it about the image of your brand that you think is the most unique?
Lazypants is about calling a spade a spade. Who sweats in sweat pants anymore? There a lots of companies that make very good pants, out of very technical fabrics that are amazing for sweating in. Like it says on our hang tag, Lazypants provide effortless comfort, and are designed to do absolutely nothing. Lazypants are for “after”, after work, after the gym, after a night out… the list goes on. The idea behind Lazypants is that these are the pants you wear when you are on your own time, the pants you wear when you want to relax. Lazypants are designed to provide a feeling of tranquility.
What makes the Lazypants brand tick? Is there a brand mantra?
Work hard, play hard, be lazy. We are a group of young entrepreneurs, who live by this. Starting a company is a lot of hard work, and is usually a 7 day/week job, so when we do get a chance to go out, we go hard. Then to balance it all out, we take some time to be lazy.
Can you give us any insights into what’s on the horizon for Lazypants ( new products, cool events? Things we should know about)
Lazypants will continue to play with fabrics, colours, and washes as we always do. I can’t tell you much more than that. What fun would that be?
What is the ultimate goal of the Lazypants brand heading into the future?
The ultimate goal of the Lazypants brand, is to be a globally recognized brand, known for making the best lounge wear.
Can you give us some insights into your thoughts on your brand? What do you love about it? What are some challenges, what keeps you focused on making Lazypants a success?
Seeing and listening to customers who “love their Lazy’s”, is the most rewarding feeling. This is what motivates my team and I on a daily basis. Every company has challenges, and plan A rarely works out. I think the key to our success, is that we keep on, keepin’ on. When plan A doesn’t work, we try plan B, if that doesn’t work, it’s plan C and so on. I am very excited to see what the future holds for Lazypants, and we look forward to being able to give back more and more to the charities we support.