The Lazy Oaf brand was established in London by Gemma Shiel in 2001. The brand originally operated out of Shiel's father's garage when she began hand-screen printing designs on t-shirts. 12 years later, Lazy Oaf is sold in over 250 stores worldwide with a full product range of knitwear, outerwear, and shoes.
Shiel knows how to keep things fresh with this exciting line. The nostalgic designs feel all too familiar and pull at your heart strings on the first glance. Designs have ranged from intentionally, poorly drawn collages of hamburgers, hot dogs and snack foods, to Mickey Mouse shorts with matching ears, and a homage to batman. The brand is young-and-fun, cute and cool, and combines a generation's childhood memories of cartoons, kids' meals, and games.
For SS14, Lazy Oaf will split their collection into two drops. The Spring season for their menswear collection is inspired by the 90's skate punk attitude. Fast food and badly drawn graphics capture the apathy and angst of the skaters. For the summer, the brand will be much more lighthearted. "We are very excited to announce that were working with one of our favourite lazy characters Garfield the Cat who our founder Gemma Shiel has been obsessed with since she was a child," said Shevone Bliss, Wholesale Manager of Lazy Oaf. "The range is a nostalgic take on the 90's Garfield we knew and loved; prints are big, bright and retains both brands irreverent humour."
The Spring collection for women sticks to Shiel's signature style of creating big, bold, cartoon graphics that are inspired by the 90's. Bliss shared with us that Shiel will redesign a jacket that she had when she was 13. "The key look from the range is the Gino Ginelli jean and jacket combo, this is an all-over-print two piece outfit inspired by Memphis design and a jacket Gemma had." Then the women's Summer collection, just like the menswear collection, will be Garfield inspired featuring slouchy dresses, high-waisted jeans, and oversized sweaters. Bliss added, "Key designs from the collection include Gemma Shiel's unique style of illustrations of dogs on skateboards and new shapes such as our denim pinafore dress."
The piece of the season is definitely the Digital Rain Jacket from the Spring mens collection. The jacket has a weather proof shell with bold red details. Also, we fell in love with the Garfield comic shirt that we can't wait to get our hands on. Until then, we'll just eat our lasagna and wait.
You have four chances to see Lazy Oaf's SS14 Collection. They will be at every Capsule show this season.