Lazy Oaf is a London based fashion label designing bright bold clothing and accessories for men and women. Founded by designer Gemma Shiel in 2001, the brand started as a small run of men's T-shirts hand-screen printed in Gemma's dads garage and sold on a market stall in Spitalfields.  11 years on and our designs can now be found on our website, in our independent Soho boutique in London and in over 250 stores worldwide.  What started as a small T-shirt collection has now evolved into a complete product range with knitwear, outerwear, shoes and stationery recently added to the ever-expanding Lazy Oaf line.

Lazy Oaf collections are notoriously colourful, cartoon-focussed and always with an element of weirdness. Our design philosophy is not trend driven but focused on our unique directional vision referencing street wear and youth nostalgia. We like to design clothes that will make you smile.

We keep our brand exciting by teaming up with some of our favourite people for exclusive collaborations such as Casper the Friendlly Ghost with Dreamworks, Looney Tunes with Warner Bros, The Batman collection with DC Comics and our Underground Creeper shoes. Keep your eyes peeled in the future for more exciting projects :)

Keep up to date with all of our latest going ons by following our blog at