Tonie Ong
With a slogan that says “Keep It Weird,” it’s clear to see what London-based streetwear brand Lazy Oaf is all about. From its tinges of 90s nostalgia to its quirky approach to normcore, this label is all about making even the most mundane pieces more exciting, more colorful, and, of course, weird!
Illustrating What Fashion Is All About
It’s not surprising that such a brand is the brainchild of illustrator Gemma Shiel. She established Lazy Oaf right after graduating from university back in 2001, printing t-shirts from her Dad’s garage. Eventually, the brand gained a lot of momentum throughout the years, elevating its look to that of eye-catching quirkiness.
Nostalgia Hits Hard
Notably, a lot of what you can expect from Lazy Oaf are throwbacks into the 90s and early 00s. Think prints of Pebbles from “The Flintstones,” emoticons you probably remember from Yahoo Messenger, and the like. They’re all images and aesthetics that many millennials (and the older zoomers) will probably remember from their childhood and adolescence.
Normcore Reimagined
When it comes to garments on offer, however, they don’t stray away from normcore fashion. Leisurewear tracksuits, printed tees, and swimwear all easy to wear. It’s possible that not going too fashion-forward in apparel allows Lazy Oaf to reach out to more customers and influence them with their own signature cookiness.
Check out all of Lazy Oaf’s crazy fashions on their official website. Afterward, share with us your thoughts and reactions in our comment section below!
