It’s been a not-so Lazy ride….Founded by Gemma Shiel from a North London Garage in 2001, Lazy Oaf is a design-led lifestyle brand with a history of doing things our own way. What started with hand-printed T-shirts sold from a stall in East London has now become an established independent brand, celebrating creativity, collaboration and community first, and the commercial bit second (sorry bank balance).

Our humour may be lowbrow, but our products are carefully crafted and built to last. We are anti-fast-fashion. Sustainability and social responsibility are massively important to us and are a constant work in progress. We take our time (about a year) to design and develop the best products, creating about 400 styles a year, unlike fast fashion giants who do double this a week! To minimise waste, we produce a limited quantity of 150-250 of each style alongside factories that we have long and responsible relationships with. Once collections are ready for the world, we shoot the campaigns in-house (mostly) then launch them in our stores, on our app, and online in weekly or bi-weekly drops to keep things fresh and interesting. We are a Direct2Oaf brand, you won’t find us anywhere else.