Con sus orígenes en el mercado de Spitalfields al este de Londres, Gemma Shiel fundó su marca que rinde culto a la ilustración gráfica de Lazy Oaf, en 2001. La marca ha ido cobrando mayor importancia de manera constante hasta convertirse en una marca con estilo propio de camisetas, faldas ajustadas y vestidos de punto, todos decorados con los característicos estampados juguetones de Lazy Oaf.
ENG: Starting out on Spitalfields Market in East London, Gemma Shiel founded her cult graphic illustration label, Lazy Oaf, in 2001. The label has steadily grown into a lifestyle brand featuring t-shirts, bodycon skirts and jersey dresses, all adorned with the Lazy Oaf’s signature playful prints. Lazy Oaf are a illustration focused fashion label designing clothing and accessories, putting on events and holding exhibitions for your very own pleasure. The winter collection is inspired by the emergence of early 90s subculture in New York and has much of its focus on sportswear and art.