Fashion – Lazy Oaf at Bread & Butter

May 24, 2011 § Leave a comment

Young fashion brand Lazy Oaf began life as a short order T-shirt brand, but after reworking their dynamic and product listings, it will return to Berlin streetwear show ‘Bread & Butter’ in July following a two-season lacuna and has rebuilt the brand to add a forward-order service to its European stockist that tend to purchase ahead.

This East London based label was founded by Gemma Shiel back in 2001, with hand screen printed tee’s and a market stall in East London, skit to the now and Lazy Oaf is now available in over 150 stockists worldwide!

Lazy Oaf are famous for their bright pop graphic tees, reversible sweats and accessories collections. Illustration, graphics, drawing and fueled by tea, hamburgers and Brian Blessed’s knarley foot. The Oaf’s have often contributed to print projects, exhibitions and events.

2004  Saw the opening of the Lazy Oaf store in Soho which houses all of the collections and further Oaf Oddities sourced from Japan and the US.

Lazy Oaf products are designed in house by Gemma and the Lazy Oaf team from the Oaf HQ in Shoreditch, products range from their staple graphic tee’s to 90s inspired bobble hats, greeting cards, jewellery and posters.

There are plans for the collection to further expand and to include denim and perhaps blouses says Shevone Bliss, the wholesale manager at LO.  The brand is targeting indies such as Oi Polloi etailer Oki-ni with the Lazy Oaf menswear collection, with current stockists including Selfridges in London, Manchester and Birminghams as well as indie Mimm in Nottigham. Boutiques including Thunder Egg in Manchester and Frank Boutique in Stirling stock the womenswear range, which makes up 70% of the brands’ total wholesale sales.

Keep an eye out for their new collection, to be previewed at Berlin’s Bread & Butter in July.


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