Will the Norwegian OnePiece be the new Snuggie?
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When the press releases touting the Norwegian brand OnePiece as “the new cultural phenomenon that is changing the way America dresses” started landing in our e-mail inboxes, Los Angeles Times fashion critic Booth Moore forwarded one to me with the observation: “Is this not just a onesie for adults?”
It’s hard to see it as anything else, really. And, while I have a hard time seeing it as the hottest loungewear trend since UGG boots (as the press materials breathlessly proclaim), I’ll confess that I didn’t see the whole Snuggie/Slanket thing coming either.
According to the official legend, this roomy take on the jumpsuit has its roots in a lazy Sunday morning in 2007, when three hung-over Norwegians -- Thomas Adams, Henrik Nøstrud and Knut Gresvig -- had the crazy notion to sew together a hooded sweatshirt and a pair of sweatpants and finish it off with a giant zipper closure to run from crotch to cranium (yes, the front of the hood zips completely closed).
Apparently the resulting sweatsuit-pajama-onesie took Norway by storm (we’re taking their word for it here - we don’t speak a slikke of Norwegian), eventually making its way to the U.K. late last year (complete with a Harrod’s shop-in-shop) where, according to the Guardian UK newspaper, it found favor with the likes of Pixie Geldof, Sadie Frost and Jude Law.
Although they can be ordered through the OnePiece website (where prices range from $136 to $323), plans are underway for the quirky jumpsuits to jump the pond bricks-and-mortar wise as well, with a Robertson Boulevard U.S. flagship expected to open in April. In advance of that, a selection of the slothwear took up residence in the front window of Kitson boutique at 115 South Robertson, where they will be lounging in all their lazy glory until March 28. (Kitson is also currently carrying six of the styles in store.)
The PR folks sent the “Nordic Grey/Pink” number ($230) over for the Image section to check out (no we’re not keeping it -- but we did need to see this creature at close range), and after we convinced Image staffer Melissa Magsaysay to don the garment, she proclaimed it surprisingly comfy.
Of course, the thing would have to be plenty comfortable to make up for the uncomfortable stares of our co-workers, though I suspect it would draw considerably less attention at a more appropriate environment like a ski lodge or a rave.
One of our compatriots here in the office jokingly suggested removing the hood and grafting on one of those Spirithoods animal hats instead.
Call it “Where The Wild Things Are” chic.
-- Adam Tschorn
Photos, from top: Norwegian brand OnePiece’s “adult onesie” wares on display in the windows of Kitson at 115 South Robertson Blvd., Los Angeles (credit: OnePiece); L.A. Times Image staffer Melissa Magsaysay tests the OnePiece that recently arrived at the Times offices (credit: Adam Tschorn / Los Angeles Times).