text by Samantha Langsdale photography by Sofia Hericson model Gisela Rocha Oh Lazy Oaf, how we love thee, let us count the ways! Actually, yes, let us count the ways! Rather than us talking excitedly and incoherently at you about everything we absolutely love, worship and ADORE about Lazy Oaf *SCREAM* how about we just make a nice, calm, organized list. *Tries to slow breathing* 1) The number one reason we think Lazy Oaf is all aces is their creator, Gemma Shiel. Gemma started LO with nothing more than a head full of creative ideas and space in her dad’s garage. Like a hip, Boomerang Generation Eliza Doolittle, Gemma used to make her signature t-shirts by hand-screen printing and then carting them to a Spitalfields market stall. Her passion and determination to keep Lazy Oaf nostalgic and smile-inducing has brought her through 11 years of business and into more than 250 stores worldwide. She describes her personal attachment to the company as akin to ‘a crazy lady and her cats’. Yeah, we dig on that. 2) The colours!!! An essential part of the Lazy Oaf design philosophy are bright colours and we love, love, love it! In a city that is sometimes notoriously grey, the brightness of Lazy Oaf designs are like beacons which can be spotted across busy intersections or peeking out the top of heavy coats. Simply marvelous. 3) Girls, girls, girls! The Lazy Oaf team is made up almost entirely of women. From design and production to marketing and sales the LO company is powered by creative, passionate women who want to inject London with a little bit of weird. That’s not to make less of their token guy, Paul Pellow, who charmingly loves The Smiths, the pub and cooking programmes but hates his ‘terrible hair’ and cottage cheese. Fair enough Paul, fair enough. 4) Cartoons! Being illustration Geeks ourselves, it’s probably obvious that we just can’t get enough of what Lazy Oaf is selling. Their collections are described as cartoon-focused and centred on 90s nostalgia. Wearing a LO piece can make you feel a bit like a cast-member of Saved By the Bell and who doesn’t think that’s totally awesome?! Plus, their interests in cartoons means envy-inducing collaborations like their current Batman line, made with the creators of DC Comics. The Batman Cropped Baseball T-shirt has got us all kinds of covetous. 5) Something for Everybody. Although Lazy Oaf started as a t-shirt line for men, there are now designs for women, men, accessory lines, shoes, stationary, homewares, want, want, want, want. There is no way you could enter their website (www.lazyoaf.co.uk) without finding something you had no idea you couldn’t live without. Suddenly you will find that life simply isn’t worth living without a LO Scarf (which has pockets!) or a pair of the new Jeffrey Campbell Lita Skull boots. Also, all LO t-shirts are one-size-fitsall so no one is left out, but everyone will look unique in their Have A Nice Day T. For stockists, online shopping, or to take a peek at their Lookbooks, check Lazy Oaf ’s webpage. Also, log on to their blog to see all their latest collaborations. We adore Lazy Oaf for their passion, their quirky designs and for their commitment to London street fashion. No matter what the weather does this winter, inject your wardrobe with a little LO and we guarantee you will find yourself wearing a big Cheeseburger smile G
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