Lazlo is an emerging brand of Made-in-America men’s apparel, focused on wardrobe essentials aimed at socially conscious consumers with a discerning eye. Founded by two siblings, Lazlo’s original goal has been to redefine the way we think about clothing and business, forging a new and sustainable model for manufacturing clothing in the United States. Their introductory product, The Heirloom Tee, is crafted in Michigan with 100% U.S. grown, organic supima cotton, by men who were trained in sewing while they were formerly incarcerated.

Who’s That? teamed with the founders from the initial idea stage, working through their business model to craft an identity for Lazlo that would communicate a high-end, minimal and refined aesthetic, while maintaining conscious and contemplative sensibilities. The resulting brandmark is centered around clean and symmetrical letterforms bookending an elegant Zed. Shades of white and cool grey set a boundless landscape for Lazlo’s top-notch materials, product details and core values to shine. Over the subsequent years, Who’s That? has worked closely with Lazlo to build out a complete brand standards manual, product packaging, and revamped web design. In addition, we managed the design and art direction of a successfully funded Kickstarter Campaign, working together with some of Detroit’s biggest talents in photography and videography to tell the Lazlo story.



Fashion, Maker


Branding/Identity, Art Direction, Print, Web, Special Project

Project Credits

Branding / Art Direction
Joshua Smith
Lisa Nettler
The Utmost Group
Video Production
Stephen McGee Films