Lazy Tuesdays is shaking up the athleisure game by putting the “leisure” front and center. The company turned to Bald, the story-forward brand marketing agency, to build a stylish reality around the vision. Tasked with the naming, strategy, logo design, and visual identity, Bald was perfectly poised to create a brand that vibes with today’s savvy consumers.
Aimed at Gen Y (you know them as Millennials) fashion and streetwear enthusiasts, Lazy Tuesdays hits the mid-market sweet spot. In an industry crowded with extremes—from the body positivity-wellness crowd to the hardcore fitness fanatics—Lazy Tuesdays found its groove. Bald’s big idea? An athleisure brand that says, “Hey, it’s okay to just be.” No pressure, no fuss—just high-quality gear that fits seamlessly into everyday life. It’s all about enjoying the pause and appreciating life without the rush.
I reached out to Bald founder and CEO Hillel Hurwitz to learn more about this athleisure weekday revolution. Our conversation is below (lightly edited for length and clarity).
Can you walk us through the initial strategic discussions and brainstorming sessions that led to Lazy Tuesday’s unique positioning and naming?
We received an open brief with the main goal of making the brand ownable and fresh. Instead of kicking off with a deep dive into our target audience, we decided first to explore the competitive landscape. Our team included a strategist with a fashion background from Parsons. We connected with change-makers in the industry, and what we found was an oversaturated market where every brand seemed to be selling the idea of ‘community’ in one of two ways: either through a blood, sweat, and tears motivational approach or through an overall wellness and health positivity lens. This discovery led us to a simple yet powerful insight: there is a gap in the market for an athleisure brand that doesn’t make exercise a statement but instead dedicates itself to the relief from it.
Once we nailed down the big idea of ‘just being,’ the name Lazy Tuesdays came naturally through our conversations because it captured the essence of relaxation and balance we envision for the brand
What strategies did you employ to ensure the brand’s positioning as a champion of ‘just being’ resonates in a sustainable and impactful way?
It’s right in the name. What other brand makes clothing for active people but calls themselves Lazy? This juxtaposition between the brand identity and who the brand serves is really what makes it so unique. And this comes down to collaboration at Bald. Our strategists and designers work closely together to be sure nothing gets lost as the idea moves from story to visual development. We take pride in threading the needle from strategy to creative to achieve consistency.
Our story informs the messaging, our messaging inspires the visual identity, and our visual identity leads the product design language. So, the customer feels like they are experiencing a cohesive brand that really knows who they are.
What was the creative process behind the development of Lazy Tuesdays’ logo and visual identity?
At the heart of the brand is the irony driven by the name “Lazy Tuesdays.” It epitomizes the harmony between hard work and relaxation. This duality drove our design approach, leading us to select two contrasting typefaces: Fabiola Script, symbolizing ease and fluidity, and TWK Everett, representing structure and hard work. This pairing highlights that working hard and enjoying life aren’t mutually exclusive, but complementary.
The clover flower emblem we incorporated adds another layer of meaning. Inspired by nature’s resilience, it symbolizes growth, vitality, and the interconnection of life’s journeys. This emblem is woven into every piece of our athleisure wear, blending the spirit of the outdoors with the spirit of balance, all while celebrating moments of relaxation.
Our visual identity is a harmonious blend of contrasts that conveys the core values, creating a powerful ethos of ‘working hard… so you can relax harder.’
What consumer behaviors or trends did you consider in crafting Lazy Tuesdays’ messaging and identity?
The athleisure market is crowded. We knew that to cut through the noise, we had to relieve the pressure often associated with athleisure clothing. Through research, we found that most people already have statement brands in their closets. What they truly desire is a brand that isn’t trying to be another statement like all the rest.
At Lazy Tuesdays, they view daily life itself as hard work enough. Instead of promoting the idea that hard work is only about monumental achievements and an unreal grind, we stand for the notion that hard work is handling your responsibilities and then taking a break. We want people to choose Lazy Tuesdays because the brand makes them feel content and fulfilled with who and how they are, not because it reminds them how much better, faster, and stronger they should be.
The messaging is grounded in optimism and fulfillment, avoiding the trap of overwhelming customers with grandiose ideas. While community has been a dominant trend recently, we believe people crave balance. They don’t want the pressure of representing a polarizing brand every time they step out. We all have a clear image of a “Gymshark bro” or an “Alo girlie.” In contrast, Lazy Tuesdays is for those days when people don’t want to be boxed in by their clothing. They want simple, reliable basics from a brand that lets them be themselves.
What challenges did you face while bringing Lazy Tuesdays to life? Were there any unexpected insights or pivots that significantly shaped the outcome?
Every branding project has unique challenges, and Lazy Tuesdays was no exception. One of our biggest hurdles was the tight timeline. We transformed an open brief from an idea in the founder’s mind into a full-fledged brand in less than 90 days. This required a lean, agile team that was deeply involved in every step of the process, as we simply couldn’t afford any delays.
What was your favorite part of working on this project?
Fashion, fashion, fashion. Even though Lazy Tuesdays has a bit of an anti-fashion vibe, we absolutely love the fashion space. Several of our creatives come from fashion school and industry backgrounds, so this project was a perfect playground for us. We always enjoy the opportunity to stretch our creative and strategic muscles in all directions, but there’s something special about working in hyper-creative industries where we can move with fluidity and without strict rules.
Imagery courtesy of Bald.