What if the idea for your startup came not from a deep industry obsession—but from pure, irrational rage at a character in a Hollywood movie?
That’s exactly what happened to Colin McIntosh, the irreverent founder and CEO of Sheets & Giggles, a direct-to-consumer (DTC) bedding company that’s quietly taken over thousands of bedrooms—with eucalyptus sheets, viral marketing, and a brand voice that reads like a stand-up set.
In a world flooded with sterile DTC copycats and greenwashing galore, Sheets & Giggles has emerged as a breath of fresh air—and yes, it smells like sustainably sourced eucalyptus.
Here’s what we learned from our conversation with Colin—lessons that will resonate whether you’re a startup founder, marketer, or just someone trying to sleep better at night.
The Origin Story: From Outrage to Opportunity
Colin’s lightbulb moment came during a viewing of War Dogs. In the film, Jonah Hill’s character makes a quick buck selling bedsheets to the U.S. government. That throwaway scene hit a nerve.
“I paused the movie, turned to my friends, and said: ‘Are bedsheets really that profitable?’” Colin recalls. Minutes later, the domain sheetsgiggles.com was registered.
With zero textile experience but a knack for storytelling and an eye for underappreciated markets, Colin decided to flip the script on a traditionally boring product. No more beige branding. No more BS sustainability claims. Just silky-soft sheets made from eucalyptus lyocell—and a brand that wasn’t afraid to make you laugh.
Crowdfunding, Community, and the Comedy of Building in Public
Colin’s launch strategy? Go big on Indiegogo and use his unique brand voice to punch through the noise. The campaign raised over $280K—without a product in hand.
So what worked?
A clear product benefit (cooler, softer, sustainable bedding)
Viral copywriting that leaned hard into puns, relatability, and wit
Deep engagement with early backers, including brutally honest updates about manufacturing delays
“Transparency, with a touch of humor, builds trust faster than polished BS,” Colin explains.
Brand Building 101: Humor Is a Moat
While most startups struggle to define a voice, Colin knew from day one: his brand would sound exactly like him. That meant newsletters that people actually read, product descriptions that make you laugh out loud, and social media that doesn’t take itself too seriously.
A few brand wins along the way:
A viral April Fools’ Day campaign for “banned” fitted sheets
A live belly flop on Good Morning America to celebrate being featured
Playful packaging and unboxing experiences that people love to post
This level of consistent, authentic tone has turned customers into evangelists—and Sheets & Giggles into a beloved brand in a category nobody thought could be cool.
Founder Burnout, Mental Health, and Rebuilding the Rhythm
Colin doesn’t sugarcoat the founder journey.
After years of 80-hour weeks, supply chain disasters, and the pressure of growing a team and brand in public, he hit a wall. Burnout wasn’t just a buzzword—it was a breakdown.
He took a step back. He started therapy. And he returned to the business with better boundaries and a healthier mindset.
His advice to founders?
“Don’t confuse self-sacrifice with leadership. You can build a great company and protect your peace.”
Takeaways: What Founders and Builders Can Learn from Sheets & Giggles
Your personality is your brand—don’t dilute it for mass appeal.
Crowdfunding works—but only when paired with honesty and creativity.
Humor builds trust faster than buzzwords ever will.
Sustainability needs substance—not just a leaf emoji and good intentions.
Mental health matters—because burnout doesn’t scale.
The Punchline That Became a Movement
What started as a joke domain became a real business. What began with anger became an act of creation. And what looked like a commodity product is now a case study in brand, storytelling, and customer love.
As Colin puts it:
“I didn’t want to be the next Warby Parker—I wanted to be the first Sheets & Giggles.”
And in doing so, he’s given a sleepy industry something it’s never had before: a reason to smile.
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Chapters:
Welcome & Colin McIntosh Introduction (00:01 – 00:40)
The “War Dogs” Moment: From Movie Rage to Business Idea (00:41 – 03:12)
Taking the First Steps: From Concept to Company (03:13 – 06:45)
Crowdfunding Success: Behind Sheets & Giggles' Viral Launch (06:46 – 10:25)
Why Humor Became the Core of the Brand (10:26 – 14:50)
Creating Viral Moments: GMA Belly Flop & More (14:51 – 19:10)
Building Sustainability into Sheets & Giggles (19:11 – 23:40)
Burnout and Recovery: A Founder’s Mental Health Journey (23:41 – 28:15)
Founders’ Lessons: Scaling with Humor and Authenticity (28:16 – 34:20)
What’s Next for Sheets & Giggles? (34:21 – 41:00)
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