After 25 years of dressing grown-ups Lazy Oaf has made its first kids’ collection. It’s loud, reversible and made for mud.
Lazy Oaf has spent 25 years dressing grown-ups who refuse to be boring. Now it’s the kids’ turn. The cult London label is finally making clothes for the next generation. Oafy, the brand’s first kidswear collection, has launched exclusively at John Lewis and LazyOaf.com.
Expect everything you love about the grown-up brand, including the clashing prints, the cheeky characters and the refusal to take fashion too seriously. It has all been reworked for small people who climb things, spill things and change their minds about outfits three times before breakfast.
What is Oafy?
Oafy is a 43-piece collection for ages 0 to 12, with prices from £19. Lazy Oaf says it’s designed around childhood itself: curiosity, play and letting imagination lead. Everything is built for real life, so you’ll find easy shapes, durable fabrics and reversible pieces alongside the label’s best-known prints, including blue sky and clouds and those happy faces.
The pieces we’ve got our eye on
The borg fleece gilet. This is the hero piece. It has googly-eye pockets on the front and, on the back, the brand’s “Shut Your Mouth” character graphic. Your child will love it and so will everyone queuing behind them at the school gate.
Kids’ Bears Barrel Trousers. 100% cotton barrel-leg trousers with an elasticated waistband, leg patch pockets and a back patch pocket.
Kids’ Flower Cardigan. Babies get the full Lazy Oaf treatment too, in prints made for cold park mornings.
Elsewhere, we spotted a red knitted beanie with a smiling apple face, doggie socks and a cockapoo long sleeved t-shirt.
“A bit of good chaos”
The idea came from Lazy Oaf’s own community. Founder and Creative Director Gemma Shiel said:
“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.”
She also wants the pieces to last. “Oafy is about making pieces that work hard, get handed down and encourage kids to be themselves.”
Why we love it
Oafy manages to combine the fun and the practical. It was designed “without the constraints of neatness,”. Reversible pieces mean more outfits from fewer things, sturdy fabrics mean they’ll survive to be handed down to a younger sibling, and nothing here is too precious to be worn to the playground.
Lazy Oaf turns 25 this year, and launching a kids line is a lovely way to mark it.
Your Oafy questions, answered
Where can I buy Lazy Oaf kids clothes?
Oafy is sold exclusively at John Lewis, both in selected stores and online, and on the Lazy Oaf website.
What sizes does Oafy come in?
The collection covers ages 0 to 12, from baby pram suits up to big-kid puffers.
How much does Oafy cost?
Prices start from £19.
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