Style Britain Presents: Behind The Brand – Lazy Oaf

Style Britain continue their Behind The Brand video series with a conversation with Gemma Shiel, founder of London based brand Lazy Oaf.

In the latest episode Style Britain take a step inside the Lazy Oaf office to chat to Gemma about the story behind the brand, its design inspirations and some of her favourite products from the Lazy Oaf archives. Gemma also lets slip a little information on a forthcoming collaboration with Looney Tunes which we’re very eager to hear more about in the coming months.

What began as a university side project 12 years ago has grown into one of the most loved, creative and individual streetwear labels that the UK has to offer. The brand’s Autumn collection is available now from the Lazy Oaf store on Ganton Street and from Lazy Oaf online. Style Britain provides a great insight into some of our favourite brands, particularly those from the UK – you can see more from the likes of Nike, Trapstar, and Grind London at SBTV Fashion.

Adam Scotland

One of the three founding members of THE DAILY STREET, Adam is our Editor at TDS. Adam works in the streetwear industry for Out Of Step Ltd., specialising in both USA and UK brands. He also contributes to The Hundreds website.

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