G.E.M

G.E.M is the new venture label created by founder and creative director of Lazy Oaf, Gemma Shiel.“I wanted G.E.M to celebrate what being a girl is all about for me. I have always believed in and worshipped badass front women and girls that just do their own fucking thing. G.E.M is about girls who have the balls to do what everyone tells them they would never be able to do – a reflection of my experiences running a streetwear business for over 16 years! Inspired by iconic females like Bjork, Madonna, Cyndi Lauper and female punk scene icons (plus an unhealthy dose of 80’s and 90’s vintage) G.E.M has allowed me to push my ideas and creativity and has been over a year in the making. Things just all got a little weirder and a bit more surreal…just the way I like it.” – GEM x