There's a lorra love for East London's Lazy Oaf here at Nollie HQ - and with their 90s inspired spring summer 2012 collection, we're crushing just that bit harder.
The brainchild of designer/illustrator Gemma Shiel, the indie label started in 2001 as a small East London market stall, selling hand screen printed tees. Now, the brand is in 150 stockists worldwide and famed for quirky tees, reversible sweats and cute printed dresses - with bags, jewellery and stationary stuff too.
Still designed by Gemma, she now has a full Lazy Oaf family, including studio assistant, f with a fully loaded team of Alexandra Jackson, accountant (and Gemma's mum?) Gill Shiel, stock and event manager Shevone Muriel Bliss and PR lady Jerry O'Sullivan.
Like a celestial ray of joy out of the grunge-inspired darkness of last winter, Lazy Oaf's new season lookbook is pretty damn chipper - with tropical fruit, characters and graphics straight out of a Commodore 64, adorning their new threads. Simple and gritty, their latest lookbook is also shot by east-london dahling Bella Howard.
