With a tilted web experience and bold outdoor displays, the brand pushes boundaries of design and identity.
This Pride Month, home and lifestyle brand Sleepyhead has launched a striking new campaign titled ‘Straight Isn’t the Default’, celebrating diversity, self-expression, and the freedom to live-and lounge-outside the lines.
At the heart of the campaign is a Limited Edition Pride Sofa, specially designed to reflect a spectrum of identities through its vibrant, expressive aesthetic. The campaign boldly challenges the idea of conformity-both in design and in how we experience comfort.
A Tilted Digital Experience
In a creative twist, Sleepyhead has also tilted its entire website experience to match the campaign’s theme. Every element—from product images to navigation-is slightly askew, reinforcing the message that life, much like comfort, isn’t always meant to be perfectly straight or conventional.
Taking It to the Streets: OOH Campaign in Bangalore
Extending the campaign beyond digital, Sleepyhead has rolled out an out-of-home (OOH) activation in Bangalore. The Pride Sofa will be showcased at bus shelter installations across four key neighbourhoods: Koramangala, Marathahalli, Indiranagar, and Banaswadi, making the message visible in everyday public spaces.
A Statement of Allyship
“Challenging the status quo, this campaign is our bold declaration that straight isn’t the default-in design, in life, in comfort,” said Ullas Vijay, Chief Marketing Officer of Duroflex Group. “As long-standing allies of the LGBTQIA+ community, we wanted to celebrate individuality and joy. The Limited Edition Pride Sofa represents our belief that comfort should be personal. And just like in life, design doesn’t have to be linear.”
The Sleepyhead Pride Sofa is available in limited quantities, exclusively via Sleepyhead’s official website and at Sleepyhead stores.
With this campaign, Sleepyhead blends creativity with purpose-championing inclusivity not just in message, but in material, experience, and design.
