Last updated: 12:28 PM ET, Thu March 24 2016

Irish Hotel Chain Jurys Inn Introduces the 'Suvet'

Hotel & Resort | Patrick Clarke | March 24, 2016

Irish Hotel Chain Jurys Inn Introduces the 'Suvet'

Photo via YouTube

In anticipation of the start of daylight savings time in Europe March 27, Irish hotel chain Jurys Inn is rolling out a bizarre new marketing campaign.

This week the company unveiled the "Suvet," the first-ever suit and duvet combination.

The ambitious design combines the style of a suit and the comfort of a duvet and is said to be inspired by a recent survey of 2,500 Britons conducted by Jurys Inn in which more than half of respondents (56 percent) admitted that they struggle to get out of bed in the morning.

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The hotel chain teamed up with celebrity costume designer Wendy Benstead to create the Suvet, which is comprised of Jurys Inn's 100 percent cotton feather and down duvets.

The result is every bit as amusing as one would expect.

Last week Jurys Inn published an 80-second video to YouTube showcasing the comical attire.

"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," Jurys Inn's head of marketing Suzanne Cannon said in a statement. 

Those interested in transforming the Suvet dream into a reality are encouraged to tweet to Jurys Inn with the hashtag #JurysInnSuvet.

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"If there is enough interest in this prototype we will definitely consider putting a limited edition run into production," added Cannon.

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