All hail the king of Oaf! That’s right, our next guest is illustrator and founder of the might @lazyoaf - @gemmaoaf !
Since starting on a market stall in 2001 the Lazy Oaf brand has been rooted in illustration, building a huge following and its own family of oafs by focussing on creativity, community and collaboration. Boldly independent, Gemma has never stopped walking her own path, with her own art, tastes and humour shining through in everything that the brand creates and the artists they choose to collaborate with (who happen to include a few past-BIF guests and exhibitors!).
Turning a grand age of 25 this year we are so happy to have Gemma and Lazy Oaf with us this October - expect some fun things coming!
A butter yellow Baby-G watch, vibrant cardigans, chunky rings and jerk marinade: this is what Gemma Shiel, the founder of bright and bold London fashion label Lazy Oaf, is obsessed with right now.
In the third edition of Things I Love, the Broadsheet series about London tastemakers’ favourite products, the designer shares 10 items bringing her joy.
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What’s the Rush? Erm…..So My @lazyoaf x @guinness Collection has just launched at their brand new @guinnessbreweryldn in Covent Garden after selling out for us last week (what the heck). This whole project has been in the works for over 18 months. It brings my Irish side, my growing up in a pub, my silly drawings skills and my penchant for a cheeky pint all together. Really really proud to put it out there and has been so nice to hear all the lovely things people have said about it. So many surreal moments, little cry’s (just me) and what a bloody milestone. I need to shout out my incredible @lazyoaf team who have literally worked so hard on every detail of this collection and there was so much to work on for a small team like us. Also a Big thanks to @goodshoutworld for bringing us on this crazy ride, really the nicest bunch to work with! It’s in the Guinness goods store on Neal street if you want to check it out.
L.O Maintenance has Arrived at Oaf! I am so excited this baby has finally arrived. A range of products that work hard so you don’t have too. This project that has been in the works for a long time, I got to design and create a range of cosmetics and down time essentials for you and your home. All tested on us and approved by us, animal friendly and as kind to the planet as we could make it. Products include Post loo drops (an oaf fav), Wonder balms, moisturisers, shower gels, hottie botties and so much more. It has been a dream and am so proud of how it all looks, it was very important to me that I was creating things that were quality, did the job, less fuss but also looked nice and a bit silly. Let me know your thoughts 🐌 You can get this at lazyoaf.com and also available at Boots
