Streetwear was all over Capsule earlier this week. If you made the rounds at the show, you couldnt miss Lazy Oaf and its pink-haired mastermind, designer and owner Gemma Shiel. Since its start in 2001, Lazy Oaf has become beloved for its vibrant cartoon prints. At Capsule, she was previewing Lazy Oafs AW12 collection to be released this fall, and the SS13 collection coming early next year. For these collections, Lazy Oaf has grown up. But no worries, only in terms of construction with intricately constructed tailored shirts for SS12 and utility coats for AW12. Lucky for us, were still getting Lazy Oafs playful and zany prints.
We sat down with Shiel to chat about Lazy Oaf, her inspirations, and what can be expected from the East-London based brand.
Are you bringing something different to Capsule this season?
The general feedback from the people that Ive met here is that were quite bright and colorful. People have been really positive and said that we stand out at Capsules show because of our prints.
What were the inspirations for these collections?
Its always a 90s vibe. When I was a teenager growing up in the 90s, I always go back to the youthful, visual culture that I surrounded myself with. I was really into bold patterns, trashy television, and cartoons. My illustration style is very cartoony, so theres always got to be an element of that in our collection. I want my clothing to be playful and make people smile in not too much of a cheesy way.
Were all familiar with Lazy Oafs animated prints and tees. Are you introducing new elements to the brand?
Were still doing all-over prints. There are new garment shapes that we havent done before, like the utility jackets, and weve got some zip features in our sweatshirts, so you pull down the zipper and theres a little surprise underneath. Theres also a pocket detail on the t-shirts. You can pull the lining out and it becomes something else.
Were always seeing cartoon eyes on your shirts. Where do they come from?
Its something we run with a lot because it personifies our garments. Its the classic cartoon eyeball, so its like a running thread that runs throughout our collection.
Can you describe your customer?
We have a mixed customer base, so its hard to pin someone down. Its quite young but Ive seen the last person youd expect to really fall in love with something. We have a little fan base that turns out for everything and gets involved. Our core customer goes from about 15 to late 20s, both men and women. They all seem to be young, creative, and into fashion and graphics.