Fashion Uncategorized

Why to love the creativity and care of Lazy Oaf

@lazyoaf

For what can only be described as an unpredictable year, 2020 has produced an entirely new spectrum of emotions for us all. The independent streetwear clothing brand Lazy Oaf has done a pretty good job at visualising how we all feel, with their latest collection, HappySad.

It all started out as just a tiny store in the heart of Spitalfields, London. For the founder of Lazy Oaf, the success of the company was certainly not expected! Gemma Shiel began her career as an illustration graduate, creating handmade t-shirts in her family garage. On a whim, she decided to make a little bit of money from her passion, and set up a market stall in central London, where she made an incredible impact. Her business is now recognised worldwide and is inspired by youth nostalgia. Her creation is particularly loved by teens and young adults and is always on trend. 

Past collections from Lazy Oaf certainly don’t disappoint. Just last year, the brand hopped on the trend of botanica, with their grow your own release. Florals, vegetables and block primary colours, beautifully exhibit the innocence of nature and childhood. The more recent Lovesick collection is similarly playful but also eclectic. Graphic designs of cartoon animals are like kids TV programmes of the early 2000s, yet within the same range of products, red and pink graphic hearts are a reminder of the summer of love 1967. Lazy Oaf recognises the postmodern cycle of fashion and plays with the past to popularise certain culturally recognised styles. It’s easy to see why the hearts of so many happy customers are captured.

Gemma often talks about her own creativity, which in her mind is all about imagination. She believes that everyone should believe in the potential of being different. From a young age, she’d add a little flare to her drawings, and would be encouraged to create with no boundaries. The inspiration for her brand tends to come from everyday life and the idea of uniqueness. After all creative minds inspire others, and the work that Gemma has done to change the fashion game is certainly inspiring.

What’s even more influential however, is that Lazy Oaf works hard to offer sustainability. As an independent brand, it chooses to minimise negative impact on the environment and pledges to always try and be better. What’s great to hear is that the company acknowledge their responsibility as a popular brand and have promised to always promote their fully recyclable and compostable packaging, and 100% animal friendly nature.

The creative flare the brand offers is individualistic, and its new collection provides lockdown essentials to suit your mood. Reminiscent of the 90s, the adorable, yet simplistic edge of Happysad offers mood-boosting socks, mugs and even facemasks, making the perfect gift for a friend and also a great Covid Christmas stocking filler.

Lazy Oaf work hard to stay on top of their social media game too, and fans couldn’t help notice Noel Fielding’s good taste in attire on this week’s Bake Off!

The entire HappySad collection is available at https://www.lazyoaf.com/collections/happy-sad#mainWrap

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