Lazy Oaf is an English brand born in London by Gemma Shiel who founded it in 2001, just out of university and raised it with her team without the help of external investors.
Here at Blue Distribution we certainly have an eye for brands in the streetwear world that have something more to say, with a real story behind them or with a world around them. But we also have a big weakness for “weird” brands, strange, particular, sometimes even difficult to explain or imagine.
One above all is Lazy Oaf, which with a great energy charge has brought its collections to the fore! LO is an English brand born in London by Gemma Shiel who founded it in 2001, just out of university and raised it with her team without the help of external investors.
Lazy Oaf brings a bit of irreverence to everything he does, creating pieces that play on the brand's own twisted sense of humor. There are Gemma and her soul behind the brand; his penchant for fun and not taking anything too seriously is found throughout the design, continually inspired by youthful nostalgia, teenage rebellion, and a sense of weird apathy towards conforming to the norm.
In addition to the seasonal collections, Gemma has always guided Lazy Oaf to continuously work on special collaborations with some of her favorite artists and creatives. Among these we cannot fail to mention the phenomena of Youtube Don't Hug Me I'm Scared and some independent brands including Poppy Lissiman, Juju Shoes, but also more high-concept collaborations such as DC Comics, Warner Brothers and Dreamworks (Batman, Looney Tunes, Garfield and Casper) up to the brilliant Flinstones capsule collection released this year.
Lazy Oaf has only been on the Italian market for a couple of seasons, but it has managed to arouse the curiosity of many professionals, also attracting the attention of important stylists who have not hesitated to use the English brand on artists such as Ghali, Tactical Penguins. Nuclear, Nahaze, Rochelle ...
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