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It’s time to ENTER LAVALAND - the immersive world of Lava La Rue. In there, along with Lava’s genre defying music, visual art and creative energy, sits our collab - the eleven-piece collection that we worked on together for over a year.
From the very start, the synergy between Lazy Oaf and Lava was unmatched. What started off as a joint admiration for each other - egged on by Lava’s producer Joe Carson, aka Courage, putting them onto Oaf - turned into tentative chats, which then turned into scrapbooks full of ideas for this collab. And hearing those initial convos between Oaf founder Gemma and Lava was like witnessing magic, as they explored their mutual love of early noughties Japanese street style magazines, with both having spent time in the country - Lava briefly living there aged 18, and Gem travelling back and forth for twenty plus years, soaking up and being inspired by their streetwear. But that’s only the start of their shared inspirations, with both also referencing the British punk movement, the early 2000s and DIY culture in their personal style (and for Gemma, in Lazy Oaf’s designs).
In fact, the trust and shared vision was so strong that we handed over full creative control to Lava, who took the lead on every part of the process, from design to campaign direction. It’s because of this that we really see Lava’s energy and spirit reflected in the pieces, from the boxy, genderless shapes across the collection, to their dual heritage which is represented in the hockey jersey. And their creativity is also seen in the campaign itself, for which Lava painted their vision of Lavaland to be used as the backdrop. As a fellow lover of community, Lava’s friends and family got stuck in; casting their West London pals and brother in the shoot, appointing good friend DaniKM as photographer, and collaborating with Wil Salcedo to create a zine that went out with orders.
The whole process has been amazing for us at Oaf, and we’re so pleased with the way the collection and the campaign turned out - the fusion of Y2K nostalgia with Harajuku style, all in unisex fits with a bright bold palette… it’s Lava x Oaf to a tee.
It’s time to ENTER LAVALAND - the immersive world of Lava La Rue. In there, along with Lava’s genre defying music, visual art and creative energy, sits our collab - the eleven-piece collection that we worked on together for over a year.
From the very start, the synergy between Lazy Oaf and Lava was unmatched. What started off as a joint admiration for each other - egged on by Lava’s producer Joe Carson, aka Courage, putting them onto Oaf - turned into tentative chats, which then turned into scrapbooks full of ideas for this collab. And hearing those initial convos between Oaf founder Gemma and Lava was like witnessing magic, as they explored their mutual love of early noughties Japanese street style magazines, with both having spent time in the country - Lava briefly living there aged 18, and Gem travelling back and forth for twenty plus years, soaking up and being inspired by their streetwear. But that’s only the start of their shared inspirations, with both also referencing the British punk movement, the early 2000s and DIY culture in their personal style (and for Gemma, in Lazy Oaf’s designs).
In fact, the trust and shared vision was so strong that we handed over full creative control to Lava, who took the lead on every part of the process, from design to campaign direction. It’s because of this that we really see Lava’s energy and spirit reflected in the pieces, from the boxy, genderless shapes across the collection, to their dual heritage which is represented in the hockey jersey. And their creativity is also seen in the campaign itself, for which Lava painted their vision of Lavaland to be used as the backdrop. As a fellow lover of community, Lava’s friends and family got stuck in; casting their West London pals and brother in the shoot, appointing good friend DaniKM as photographer, and collaborating with Wil Salcedo to create a zine that went out with orders.
The whole process has been amazing for us at Oaf, and we’re so pleased with the way the collection and the campaign turned out - the fusion of Y2K nostalgia with Harajuku style, all in unisex fits with a bright bold palette… it’s Lava x Oaf to a tee.
