2. Lazy Oaf is a Londonbased fashion
label designing womenswear, menswear
and accessorycollectionsfeaturingbold
colours and graphic prints.
Lazy Oaf collectionsare notoriously colourful,
cartoon-focussed and always with an element
of weirdness.Our design philosophy is not
trend driven but focused on our unique
directionalvision referencingstreetwear and
youth nostalgia.We like to design clothes that
willmake you smile.
3. London based fashion label
Founded by Gemma Shiel in 2001
Started as a small run of men’s T-shirts
hand-screen printedin Gemma’s dads
garage
Sold in a market stall
Website, Soho store, sold in over 250 stores
4. TARGET MARKET
Men & Women 18-30
Students|Employed
Income: $25K-$40K
Aren’t afraid to be different
Have a sense of humor
Enjoy hangingwith friends,
relaxing, casual lifestyle
