Ten years ago Lazy Oaf was born as a graphics inspired T-Shirt collection, created by designer Gemma Sheil. This initial collection sold as hand printed tees on an East London market stall.
Fast forward a decade and the brand’s quirky, bold and instantly identifiable designs have reached cult status; the ultimate antidote to minimalism and understated design. Oaf’s outlandish cartoon designs draw on a love of colour and fearlessly whimsical graphics, to the point where the clothes seem to take on a life of their own.
Sheil, who cites her design influences as TV, cartoons, fast food and generally what she describes as the ‘golden years’ of her life (’85 to ’95 in case you were wondering), has built her Lazy Oaf mentality into a full collection of hats, knits, tee’s and accessories – must haves for anyone looking to indulge their playful fashion side.
At accessible prices (£18 for a hat, £35 for a tee) there’s no reason not to snap up a piece or two, so be sure to check out the 10th anniversary collection at Lazy Oaf – it looks like your favourite happy meal memories on acid.