Oafy: Lazy Oaf’s Playful New Kidswear Collection
There’s something rather exciting about seeing a brand you’ve known and loved for years turn its attention to childhood. And when that brand is Lazy Oaf, you can be certain it isn’t going to be a collection of beige basics.
Founded in London by Gemma Shiel, Lazy Oaf’s unconventional design, bold graphics and refusal to take fashion too seriously have earned it a cult following around the world. Now, as the brand celebrates its 25th anniversary, it is bringing that same playful spirit to its first-ever childrenswear collection, Oafy.
Launching exclusively with John Lewis, the 43-piece collection spans newborn to 12 years. Rather than simply shrinking down the adult wardrobe, Oafy takes Lazy Oaf’s signature humour and distinctive prints and reworks them for real childhood – with clothes designed for movement, mess and, of course, plenty of fun.
Think reversible trousers mixing stripes and patchwork checks, printed fleece pram suits, puffer jackets and a borg gilet with wonderfully silly googly-eye pockets. Turn it around and there’s the brand’s ‘Shut Your Mouth’ character graphic across the back.
Playful without being precious and practical without being boring, we love the way Oafy gives kids plenty of room to express their own personalities.
And perhaps that is the point. After 25 years of encouraging adults to dress outside the lines, Lazy Oaf is now handing that same attitude to the next generation.
“After 25 years of building Lazy Oaf, our community has grown up with us and many are now raising kids of their own. I wanted to make kids’ clothes that champion creativity, self-expression and individuality from the very start, because childhood should be full of colour, curiosity and a bit of good chaos.”
JUNIOR EDIT: Our 10 Favourite pieces from the new Oafy collection
Oafy By Lazy Oaf Shut It Gilet, £65
Oafy By Lazy Oaf Cockapoo Top, £36
Oafy By Lazy Oaf Apple Beanie, £25
Oafy By Lazy Oaf Blue Flower Cardigan, £58
Oafy By Lazy Oaf Reversible Barrel Trousers, £52
Oafy By Lazy Oaf Worm Sweatshirt, £42
Oafy By Lazy Oaf Flower Cord Dress, £60
Oafy By Lazy Oaf Rats Sweatshirt, £45
Oafy By Lazy Oaf Dog Socks, £10
Oafy By Lazy Oaf Apple Fleece Jacket, £75
>> Oafy launches at LazyOaf.com and selected John Lewis stores and online from 1 October, with prices from £19. John Lewis members get first access from 28 September.
