TORONTO-BASED BRAND MAKES THOSE LAZY DAYS A BIT BRIGHTER
Story by Marissa Spada
Photo provided by Rebus
It’s the cool, casual comfort of friendly camaraderie and a passion for style and community that bring together the creative minds at Rebus, a new Toronto lifestyle brand which includes denim and their signature line of “Lazy Pants.”
“Why sweat, when you can be lazy?” their beckoning slogan asks. It’s tongue in cheek, of course, but when has our favourite pair of fleece sweatpants asked us to do anything but? The “Lazy Pant” is waiting to become your coveted comfortable “go-to pant.” With nineteen new colours in the works and a sleek, classic cut, it’s the perfect lounge wear for the days when you want to feel good and look good. (Toronto retailer TNT, known for their ultra chic collection, recently picked up pieces from Rebus this season.)
With manufacturers in Istanbul and a design centre in Toronto, President and Creative Director, Adam Bledin is working around the clock (as well as around the world) to develop what he calls a “Lazy Line” of apparel and accessories. “I’m the least lazy person in the world,” he says with a grin, and the irony is part of the fun. This fresh take on the traditional sweatpant could expect no less than a quirky sense of humour that embraces freedom: A freedom from the day’s confining garments that make you want “to go home and put on your ‘Lazy Pants’”.
“We did a pop-up shop a while ago and a girl came up to us with ‘Lazy Pants’ and heels,” says VP of Sales, Elizabeth Heggie. “We didn’t necessarily market them to be worn that way, but it’s awesome! They’re whatever people want them to be.”
This open-minded attitude is central to the core beliefs that unite the Toronto-based Rebus team. For Bledin, these efforts are a family affair, as he speaks fondly of those he works alongside. Like their “three birds” logo suggest, “birds of a feather flock together” and with Rebus, it’s the collaborative effort of people, with a common goal but unique talents, that give their team strength. “All the people who are a part of this company, I personally know,” he says. “We all feed off of each other, all of our different personalities – it’s a family; a real powerhouse at this point. Everybody has their own thing and when you bring us all together, we’re… like the Avengers.”
It’s a superhero team ready to take on Toronto’s fashion scene, and who also want to give back to a good cause. Not only is all of Rebus’ clothing manufactured in countries with ethical production standards, but the company donates a percentage of all profits to Peacebuilders, a national charity committed to keeping at-risk youths out of the criminal justice system, and providing positive alternatives to violence. “Why not give ten percent to a charity that needs it?” asks Bledin, who also provides these teens with words of advice and motivational inspiration. “Peacebuilders is there to help kids who might even end up working for Rebus; creative kids who don’t have a shot just because of where they’re from. I hope these kids understand that whether you’re rich or poor doesn’t matter. As long as you work hard enough, you’ll get to where you want to be.”
For the team at Rebus, that kind of hard work involves dedication, passion and perseverance… but always leaves room for a little bit of lazy.
Rebus can be purchased online and at retailers including DEW, TNT and Carbon.
