It started out with a pretty simple premise. Firefighters save our butts, so let's save theirs.

No, not save them from danger, but save them from...cheap quality "John Wayne" toilet paper (they call it John Wayne toilet paper because it won't take crap off of anyone).

Credit to Charmin toilet paper for a great idea. Take a look:

Here, the firefighters discuss technique, in particular, "punch through."

And now, it appears their biggest problem is going to be storage: