LAZY OAF: Why this underground streetwear brand is our #guiltypleasure

Posted on Jul 21 2017 - 12:05pm by Mia Gardner

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Summary

Lazy? Oaf? It started out selling garage-made clothing on the market which then created a popular website and boutique in London’s Soho. We feel that Lazy Oaf is the alternative, high-end streetwear brand you need this season.

They are an artistic underground brand with the most amazing insta-worthy vibes and a unique aesthetic featured in their collections.

Their popular,  trendy graphic design style streetwear clothing has not only earned them a healthy profit margin but has seen their success sore to new heights, garnering over 250 stockists worldwide – Amazing is it? I’m sure, like the rest of us, hungry loving entrepreneurs who could only dream of such success,  you want an answer to the big question. So, how did they do it?

The brand was founded by the ambitious designer Gemma Shiel back in 2001 after she graduated from university. Lazy Oaf started out as a small T-shirt collection however it wasn’t long after, that this ever-expanding brand transformed. They now have a complete product range including outerwear, knitwear, and accessories.

Their collections are extremely eye-catching thanks to their fun, colourful and cartoon-focussed qualities. It’s also no secret that they confessed to incorporating an element of weirdness into their designs.

A First Look: Lazy Oaf Collection

As you can see from the gorgeous items in their collection above, you can really feel the teenage rebellion and youth nostalgia vibes they were going for in the streetwear which is what makes them so unique and different from other brands out there – truly inspiring. Their unique take on playing with graphic patterns and colour give their edgy creations a pop-art look that is what we are craving right now to brighten up our outfits for the summer ahead.

At the moment, we are loving pairing a bright T-shirt or quirky bag with a skinny pair of jeans and casual trainers or slides.

The brand keeps things interesting as there is always something exciting going on with Lazy Oaf’s collaborations because they are constantly teaming up with other people to create exclusive and diverse fashion including DC Comics, Warner Bros, and DreamWorks.

‘The Little Sunny Bite x Looney Tunes’ Collaboration

Lazy Oaf’s most recent collaboration with Japanese clothing brand, Little Sunny Bite, inspired by Looney Tunes’ Bugs Bunny has just launched and is perfect for those of you that still like to reminisce and collect memorabilia of childhood memories, not to mention it’s beyond fashionable.

From washed-out shirts to chunky jumpers and satin slip dresses, they’ve got this collection spot on too. Japanese street-wear designers are dark horses in the fashion industry; they combine unique ideas and designs within their clothing that is super cool and alternative.

If you love Lazy Oaf’s collections as much as we do, if you’re in the UK you can visit their store in London.

You will find them at 2 Ganton Street whether it is for a cheeky bit of fashion inspo or to treat yourself to a new staple piece in your wardrobe! Don’t forget: they also design amazing caps, sunglasses, pins, and purses.

If you have fashion ideas or designs of your own, then why not make a portfolio or scrapbook? You never know what opportunities may arise in the future!

There is something quintessentially cool about Lazy Oaf. If you are walking around London looking and feeling cool in one of their creations, why not visit the Trailer Happiness lounge bar in Notting Hill?

Its décor is quirky and off-beat just like you and might give you a chance to strike up a conversation with someone new. And who knows. This someone new might just become your someone special.

Photo credit: lazyoafs  and  trailerh

About the author : Mia Gardner

Mia Gardner spends most of her time writing fashion and lifestyle pieces along to the sweet sound of an Arctic Monkeys album or two whilst fighting an extreme book-buying addiction and saving up for the day she can transform her dream of running a cat sanctuary into a reality. She’s also rather handy in the makeup department.

View all posts by Mia Gardner