LAZING AROUND Nylon stumbled across this absolute gem and couldn’t resist asking a few questions to one of the girls at Lazy Oaf. This is the epitome of all things cool and current. Lazyoaf.co.uk is literally exploding with quirky images, content and crammed with top-notch garments that every fashion-loving girl needs hanging in prime place in her wardrobe. The site is known for its bright graphic tees with brilliant prints, such as a Minnie mouse style one that Nylon needs to get its mitts on in an instant and also accessories galore, with cool brooches, chunky necklaces and some cute notepads and postcards to scribble away on to your hearts content. Six women run L.O, all with a passion for illustration, graphics and forward thinking fashion. One of those girls is Shevone Bliss, 23, who works in the shop and is a key part to the ‘Oafettes’ as she calls them. With an interest in collecting typewriters and a love for little pups, Miss Bliss injects the girly stuff right into the core of Lazy Oaf. We quizzed Shevone on the London based luscious label: So how did you come up with the name Lazy Oaf? It doesn’t come across like an obvious choice! I had five minutes to come up with the name way back in 2001, as I was getting screens made with designs and thought putting the label name on the screen would be a good idea. It was nearly ‘Fat Trucker’ after a favourite drawing I had done. Although ‘Lazy Oaf’ was something that echoed through my memory from school days!
What are you working on at the moment? Weâ€™ve just designed an exclusive piece for Selfridges, potentially a new shop, the next look book and a book! If Lazy Oaf were to create any outfit/design for a celeb, who would it be and what would it be? Sue Pollard, a jumper full of glasses and spanglie bits, love her. Where do you see Lazy Oaf in five years time? Probably rested up on a sunny island drinking cider. But really we would like to open stores in Europe and Japan! What tips would you give someone new to the fashion business? Determination, determination. If you aren't having fun doing it, make it fun! Get two jobs to fund yourself, which is what I did. I worked 7 days a week and all hours, it was tough but worth it! Did you all know each other before working at Lazy Oaf? It was a case of interviews, but many Oafettes were workies first! Lazy Oaf started off on a market stall, what are your favourite market stalls? I have a soft spot for all the markets in the east end. I love shopping too, I recently came back from a trip to Tokyo where I spent 7 days shopping and looking at weird things. Are you a fan of Nylon magazine? What do you think to our new British version? I like Nylon, I think it taps into an aesthetic that is often overlooked by other glossies. It has a great mix of art, music and fashion that is attainable and means something to my age group.
Would you ever make clothes for animals? (I used to screen-print tops for dogs!) What a dream! I would love to. My plan is to have a family of French Bulldogs, which will all wear bow ties, so, who knows! Go to lazyoaf.com to find out more, with fantastic info and funny questions on all of the girls at Oaf quarters and also a brilliant blog to set your peepers on.
Published on Oct 11, 2010