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Lazy Oaf founder to launch new label

Lazy Oaf founder and creative director Gemma Shiel is gearing up to launch a new women’s young fashion brand in November.

GEM, which stands for “Give ’Em More”, is described as fusing a “punk girl attitude with doll-like pieces”. It has a more feminine aesthetic than Lazy Oaf, and will feature frills, fake fur trims and statement sleeves.

“We wanted to do something a little bit different to Lazy Oaf, that was a bit more personal to my tastes,” Shiel told Drapers. “GEM is a little higher end, a little bit more punk and has more of a fashion direction. It’s an avenue to channel all the styles we wanted to do that wouldn’t fit into Lazy Oaf. We think existing Lazy Oaf customers will love it as it still comes from me, but we’re also hoping to capture a new customer.”

Shiel turned to female muses such as Björk, Madonna and Cyndi Lauper for inspiration for the brand, as well as the female punk scene.

Key styles will include a leopard print fake fur swing coat with pink contrast collar and a metallic gold bralette with matching mini-skirt. The 18-piece collection will also include a small selection of caps, belts and bags.

Wholesale prices will range from £18 for a top to £84 for a fake fur coat. 

GEM will be sold direct to consumers via the Lazy Oaf website from 9 November.

Wholesale stockists lined up for autumn 17 include American Two Shot in New York, Harvey Nichols Hong Kong and LHP in Tokyo. Lazy Oaf’s standalone store in London will be the sole UK stockist. 

Shiel launched women’s and men’s wear brand Lazy Oaf 16 years ago on a market stall in Spitalfields, east London. Since then, it has become known for its bright aesthetic.

It is stocked by Asos in the UK. Shiel expanded its product range to include swimwear last year.


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