Starting out on Spitalfields Market in East London, Gemma Shiel founded her cult graphic illustration label, Lazy Oaf
, in 2001. Starting with a small collection of t-shirts, the label has steadily grown into a lifestyle brand featuring bodycon skirts, jersey dresses and playful accessories, all adorned with the Lazy Oaf's
signature punchy prints. Inspired by the '90s and Gemma's childhood memories, expect bright colors and pop culture graphics.