My story




Someone once said, “Do what you love, and you will never work a day in your life.”

Click HERE to hear Laura's in-depth podcast interview on "Makers of Minnesota, hosted by Stephanie Hanson.  Spotify required.

Laura Hlavac (Pronounced "Lavok") Professional Bio

Laura grew up in Stillwater, MN where a curiosity for her mother's sewing machine led to her career. Her love for sewing began at age 12 and became her passion.  Sewing nearly every day as a teen she made most of her own clothing and many more for family and friends.

Never considering fashion as a career, she studied engineering at the University of Minnesota Institute of Technology following in her father's footsteps. After meeting a student of the Apparel Design program, she immediately became interested and earned her BS in Fashion Design.

Laura had a love for athletics, downhill skiing (slalom racing in High School) and biking.  She was already sewing with performance fabrics and making her own sportswear. She was stopped at the grocery store because of her unique printed bicycle shorts and offered a job at a bicycle clothing company where she learned manufacturing.

In 1987 she founded Imago Ltd., an apparel design, development, sourcing and manufacturing company.  She developed clothing lines for Nordic Track and Rollerblade corporations when they were adding soft goods.  Laura has created private branded apparel and accessories for Kawasaki America, Dayton Hudson and Aveda Corporation as well as many others.

In 2013 after helping other companies build their brands, it was Laura's turn to create her own line of women’s knitwear.  Her vision was an athleisure line for women that bridged activewear with fashion. She has sold to over 500 boutiques nationwide and continues to bring fresh technical innovation to the marketplace.  Local boutiques include Local Motion in Uptown, Poppy (2 locations in St Paul), Minnetonka General Store, Uptown MN in the MSP International Airport, several Mainstream Boutique Franchise locations and more.   

Her love for Minnesota inspired a collection of MN themed hoodies made from her high performance fabrics which prove to be unlike anything else in the marketplace. 

Laura has been featured in the Highland Villager (1995) Minneapolis Star Tribune (2006), She was chosen as one of 100 small businesses featured in Deluxe Corporation’s Small Business Revolution Campaign (2015), you can find that article below.