Can we dress any more casual?
Uni-Lazy creators found inspiration in quest for comfort
Founders Dave (left) and Tyler (right)
It has been featured in In Touch magazine and given as a Christmas present by celebrities like Fergie of the Black Eyed Peas.
The Today show called it one of the "buzz-worthy trends of 2010."
It's called the Uni-Lazy, and it was invented right here in Brookfield.
The Uni-Lazy, essentially an adult-sized version of kids onesie pajamas, was created by 25-year-old Brookfield residents Dave Hibler and Tyler Galganski. What started as a joke has become a full-time occupation for the two entrepreneurs, who started ForeverLazy.com to sell the Uni-Lazy.
And that full-time occupation begat an unofficial full-time dress code; Hibler and Galganski sport a Uni-Lazy most days - and nights.
"We just wanted to make it so we literally never had to take it off," Galganski said, "even when nature calls."
"You rarely see us in anything else."
No laughing matter
But before the Uni-Lazy became a reality, it was a gag between the two life-long friends. Hibler said he and Galganski were having a conversation about how great it would be if they could get away with wearing one-piece pajamas like kids do.
The joke went a step further when Hibler decided to scour the Internet in search of an adult onesie. He found one and immediately ordered it, but was disappointed in how poorly it fit and how cheaply it was made.
Hibler began making notes about how the design could be improved. The pockets were too shallow. The drop seat wouldn't stay up. The built-in "footies" made his feet sweat. It could use a hood.
Realizing there was an opportunity to make a better version of the product, Galganski began e-mailing clothing manufacturers to find out how to design and produce a better version of the product.
After consulting with friends and perfecting the design, they found a company - SJ Manufacturing in San Francisco - willing to produce a small initial run.
Uni-Lazy a full-time job
Hibler and Galganski both quit their respective jobs when they finally nailed the Uni-Lazy's design in July 2009.
Rebelling from the corporate culture of their first jobs after graduating from the University of Wisconsin-Madison, the two made up their own business titles: Hibler is Forever Lazy's CSS (Chief Sultan of Sweet), and Galganski is the company's CEA (Chief Emperor Awesome).
"We're selling adult onesies," Galganski said. "We don't take ourselves too seriously."
But the business is a serious endeavor. By September, the two had developed a business plan and placed an order for about 600 Uni-Lazys in six colors.
They started running Forever Lazy out of the basement of Hibler's parents' Brookfield home. Shortly after, they were approached by Distinctive Assets, a company in Los Angeles that gets new products into the hands of celebrities, Hibler said.
That was when Fergie's personal assistant called. The singer had received a Uni-Lazy from Distinctive Assets and loved it. She wanted several to give family and friends as Christmas presents, he said.
One of those friends had connections with In Touch magazine and the Today show, and pitched the Uni-Lazy to both.
The exposure generated so much interest that Forever Lazy sold out the initial run.
"We pulled all the paid advertising because we can't keep up with the free advertising," Hibler said.
New products in works
Now, with an intense focus on product quality and customer service, Forever Lazy is growing. Hibler and Galganski are planning to expand to offer a full line of comfort-oriented products, including a light-weight version of the Uni-Lazy made out of bamboo.
A new supplier will allow Hibler and Galganski to sell the Uni-Lazy at a lower price affordable to more people.
"We want everybody to be able to have one," Hibler said. "We know how comfortable it is."
Lower costs also mean a bigger profit margin. With any luck, that will allow the company's only two employees to receive their first paycheck. So far, Hibler and Galganski have reinvested all profits back into the company.
Living off their savings accounts has been challenging, they said, but worth it.
"At the end of the day, though, I wouldn't change it for the world," Galganski said.
FYI
Interested in grabbing a Uni-Lazy from Brookfield-based Forever Lazy? Visit foreverlazy.com.
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