Wonderland.

LAZY OAF: 2001

Dripping grunge prints, Clueless checkerboard and smiley face furry totes: the kitsch masters have dropped their nostalgic new collection inspired by the year 2001.

Lazy Oaf's 2001 nostalgia campaign red bag
Lazy Oaf's 2001 nostalgia campaign red bag

Riddle us this: what were you doing in the year 2001? If it involved souping up the removable covers on your brick Nokia 3310, poring over a well-loved copy of Smash Hits, managing the delicate balancing act of butterfly clips on your barnet, and admiring the sheer mechanical feat of your lava lamp in your postered-up bedroom – well, Lazy Oaf have just dropped a collection that is right up your street.

Straight from the minds of our favourite kitsch masters comes the 14-piece drop designed to instantly transport you back a couple of decades to when technology was primitive and fashion was unapologetically weird. Missing the days when you would literally play Pokémon Blue for 8 hours b2b? The collection features jersey staples with digital prints nodding to iconic gameboy graphics. Elsewhere, expect toxic waste lime and purple grungy dripping prints across the likes of socks, jumpers, blankets and even a mini kilt. And for the preppy trend currently doing the rounds all over your IG feed, Clueless-esque checkerboard – everywhere in the softest pastels, on wide legged trousers, knit vests and opaque tights. And because texture is everything (and because, well, British weather), don’t miss the fleece co-ord and must-have orange furry tote.

Lazy Oaf's 2001 nostalgia campaign co-ord
Lazy Oaf's 2001 nostalgia campaign black shirt
Lazy Oaf's 2001 nostalgia campaign butterfly clips
Lazy Oaf's 2001 nostalgia campaign co-ord
Lazy Oaf's 2001 nostalgia campaign black shirt
Lazy Oaf's 2001 nostalgia campaign butterfly clips

“2001 has a special place in our hearts as it is the year I started Lazy Oaf, hand printing t-shirts and selling my pieces on a market stall,” explains founder and director, Gemma Shiel. “20 years later, Lazy Oaf is still here despite so many fails, floods and fires. We are planning a calendar of special projects across the year including this collection which is a love letter to 2001, back to where it all began, the range is a nod to the fashions and original inspirations that fed back into why I started Lazy Oaf in the first place.”

The full collection will be available to purchase online at lazyoaf.com, via the app and in both Lazy Oaf’s stores from the 27th May.

Lazy Oaf's 2001 nostalgia campaign fluffy bag
Lazy Oaf's 2001 nostalgia campaign green jumper
Lazy Oaf's 2001 nostalgia campaign yellow knit
Lazy Oaf's 2001 nostalgia campaign fluffy bag
Lazy Oaf's 2001 nostalgia campaign green jumper
Lazy Oaf's 2001 nostalgia campaign yellow knit
Photography
Nicole Ngaise
Hair & MUA
Georgia Hope
LAZY OAF: 2001

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