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Jurys Inn invents duvet suit to cushion the pain of clock change

Hotel group Jurys Inn has unveiled the Suvet – a cosy hybrid of a suit and duvet that aims to make losing an hour of sleep on Sunday more bearable.

Costume designer Wendy Benstead was enlisted to turn the bonkers idea into reality. The design, which was apparently inspired by the latest trend of quilted clothing, comprises the hotel chain’s feather and down duvet, ‘comfy-chic’ detailing, a snood-like collar that doubles as a pillow, and giant shoulder pads to claim space on public transport.

The Suvet comes in both male and female variations, although the difference between the two is not clear.

Working with agency Citizen Relations, Jurys Inn devised the suit to create the snuggly feeling of being in bed in public, ahead of Brits losing an hour of sleep when the clocks go forward for British Summer Time this weekend.

Jurys Inn developed the garment following research that 43 per cent of British residents nap on public transport, while 22 per cent have owned up to snoozing at work.

Suzanne Cannon, head of marketing for Jurys Inn, said: "As a nation of workaholics, things like fatigue, lack of sleep and even the comfort of our beds can make getting up an arduous task, so we've created the Suvet - a comfortable, stylish outfit to make getting up for work and tackling the day ahead easier.

"We pride ourselves on giving guests a great night sleep using dream-inducing bedding so we thought this would be a fun way to give consumers the chance to take the comfort of our beds literally anywhere they go. If there is enough interest in this prototype we will definitely consider putting a limited edition run into production - after all, who doesn’t like the thought of a duvet day, every day?"

In other tailoring news, William Hill created a three-piece suit for a horse in time for Cheltenham Festival last week.

Katie Deighton

Katie Deighton is The Drum's video reporter and researcher, covering the marketing and media industries through film (and words).

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