Lazy Oaf x Nasty Gal launched big in Soho

Many enthusiasts came to the Lazy Oaf store this evening to get a glimpse of the new collection in collaboration with the online shop Nasty Gal. They could all agree that amazing things happen, when two cool brands like Lazy Oaf and Nasty Gal team up. Within a short time, the Soho boutique was crowded with fashion fanatics, and it didn’t take long for a queue to arise behind the cash desk. Luckily, Lazy Oaf made sure to have enough pieces of every item in stock. 

The vibrant Lazy Oaf x Nasty Gal collection is inspired by flower power, candy and retro sticker collections. Catchy prints of flowers, fruits and kittens dominate the items. At the launch party, the blue rainbow top and the watermelon set stood out of the crowd.

London-based brand Lazy Oaf started off in 2001 as a market stall in Spitalfields. Founder and owner Gemma Shiel made the shirts in her dad’s garage before selling them on the market. The brand has always been a cartoon-focused label that clearly pays homage to youth nostalgia by using 80s and 90s prints. Despite the fact that Lazy Oaf isn’t necessarily following hypes or trends, it got its own fan base over the years. Now they work on an international level, with up to 250 selling points worldwide.

Nasty Gal was founded in 2006 as a vintage store on eBay. Today it sells both unique vintage pieces and own collections on their online store. The store based its name on a song by Betty Davis, who is – according to the website – “the patron saint of badass women, known for her unapologetically sexy funk music”. She stands for everything that Nasty Gal searches in her costumers. On this hunt for “the coolest girl in the room,” Nasty Gal decided to team up with their new-found partner in crime Lazy Oaf.

If the launch party can say anything about the potential of this new collection, it’s a guaranteed success. What else to expect from two different brands that go along so perfectly? Both brands represent fun, quirky and colourful clothes with an attitude, which makes them a perfect match.

The lovely team of Lazy Oaf served drinks and ice cream in the basement and visitors were cuddling up on a pizza-shaped bean bag to watch the Lazy Oaf x Nasty Gal promo video that was played on the wall.

Lisa Nederveen

Photos: Molly Gustafsson

To see the full collection, click here.

To get a good impression of the collection, watch the fun film below

Lazy Oaf x Nasty Gal Collection from Lazy Oaf on Vimeo.