{"id":29293,"date":"2014-04-28T12:30:28","date_gmt":"2014-04-28T12:30:28","guid":{"rendered":"http:\/\/www.wonderlandmagazine.com\/?p=29293"},"modified":"2014-04-28T13:03:53","modified_gmt":"2014-04-28T13:03:53","slug":"lazy-oaf-x-garfield","status":"publish","type":"post","link":"https:\/\/www.wonderlandmagazine.com\/2014\/04\/28\/lazy-oaf-x-garfield\/","title":{"rendered":"LAZY OAF \u00d7 GARFIELD SS14"},"content":{"rendered":"

Lazy Oaf\u2018s Gemma Sheil talks exclusively to Wonderland about doing things differently and the lo-fi approach to life.<\/p>\n

\"GARFIELD-LOOKBOOK-16\"<\/a><\/p>\n

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Born from a love of cartoons, childhood nostalgia and a fetish for all things \u201890s, Lazy Oaf is a brand that prides itself on doing things a little differently.<\/p>\n

With fun firmly rooted in the brand\u2019s foundations, whether the Lazy Oaf team are travelling to Tokyo to research Puikura (those crazy pop-art inspired Japanese photo booths) or getting lost in toy shops full to the brim with genuine \u201890s relics (Hello Kitty and My Little Pony galore), their against the grain approach headed by founder and designer Gemma Sheil is nothing but unique.<\/p>\n

After spending years of her childhood obsessed with the nations laziest feline, for SS14 Gemma chose to collaborate with Jim Davis\u2019 Garfield re-imagining him in a new era. We talk to Gemma exclusively about \u201890s nostalgia and what it means to do things differently\u2026<\/p>\n

Why did you choose Garfield for the SS14 collection?<\/b><\/p>\n

As a brand we\u2019re so cartoon influenced and I\u2019m always drawing fat lazy cats and appropriating them somewhere, so I thought it would be really nice to do something with Garfield. He almost epitomises the Lazy Oaf character in cat form. He\u2019s ambivalent, he loves food and he doesn\u2019t want to move very far \u2013 he\u2019s a lazy oaf! Jim Davis was really great to work with; we got to go through the entire Garfield archive picking out which Garfield\u2019s we wanted to work with.<\/p>\n

What about with your other collaborations, are they always something that\u2019s close to your heart?<\/b><\/p>\n

Yeah, I think whenever we choose to do a collaboration it has to come from somewhere quite personal. I do it because it means something to me, not just for the sake of doing it. It could be something that I was fascinated with when I was a teenager, or something that I was obsessed with as a child. Evoking nostalgia is a common theme for me, whenever I design a collection it always references my heyday as a teenager.<\/p>\n

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\"GARFIELD-LOOKBOOK-9\"<\/a><\/p>\n

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It\u2019s clear that humour is one of the key components to Lazy Oaf, but what would you say the other pillars of the brand are?<\/b><\/p>\n

Wit and humour are massively important, but we\u2019re also trying to be a bit irreverent. I\u2019m not super interested in making political statements. It\u2019s focussed on the day to day \u2013 the lo-fi approach to life. I take a little bit of a punk attitude towards creating things and I don\u2019t concern myself with whether something is going to be super commercial, if I like it and it\u2019s a little bit weird or odd, that makes me happy. I think that\u2019s why people like us.<\/p>\n

So this all fits in with your \u201cdoing things differently\u201d approach\u2026<\/b><\/p>\n

Yeah we don\u2019t tend to do loads of trend research or anything like that, we just do what we want and hope for the best!<\/p>\n

What made you choose to do a live presentation for the Garfield collection?<\/b><\/p>\n

We wanted to do something other than a party. We did a party to launch the Looney Tunes collection and it was so chaotic which meant the focus wasn\u2019t on what we had created. So this time we wanted to do something that drew attention to the collection rather than free food and beer! We also fell in love with our lookbook. I\u2019ve worked with Rosy Nicholas the art director and set designer for years and we loved the idea of doing something that had more of a fashion edge. It really personified the collection.<\/p>\n

It really did! What about the rest of 2014, what does it hold?<\/b><\/p>\n

We\u2019ve done a capsule collection which is going to be launched at the beginning of June. It\u2019s not a collaboration, it\u2019s just something we wanted to do. It\u2019s a strong themed collection called \u201cSpace Odyssey\u201d and I\u2019m really excited about it, it\u2019s inspired by a sort of 1960\u2019s version of space \u2013 a little bit bonkers but fun. Then we have AW14 launching in July.<\/p>\n

\u201cSpace Odyssey\u201d sounds exciting! Coming back down to planet Earth, which city do you think is the most fashionable right now?<\/b><\/p>\n

I\u2019m going to have to be really boring and just say London, but it\u2019s true. I also love Tokyo and I\u2019m always so inspired when I go there, but London just has that edge.<\/p>\n

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If you could dress anyone in Lazy Oaf alive or dead, who would it be?<\/b><\/p>\n

Someone has asked me this before and my answer has always been Sue Pollard but no one ever remembers her! Otherwise Jan from Grease would be great, she\u2019s the one with the pig-tails.<\/p>\n

What about if Lazy Oaf had a soundtrack what would it be?<\/b><\/p>\n

\"_MG_0489\"<\/a><\/p>\n

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Being a 90s girl, my music taste mostly goes back to 95. I loved 90s girl bands such as Belly, Bikini Kill, The Breeders (all start with B\u2026weird). I also loved a very little known band called Salad that inspired some ill advised bleached streaks in my hair and I was also a bit in love with Neneh Cherry and anything that Kurt Cobain touched.<\/p>\n

Lastly what are your top five \u201890s memories?<\/b><\/p>\n

1. Getting some LA Gear High Tops in white and pink, their hang tag was like a Californian number plate.<\/p>\n

2. Pencil cases with a zillion compartments (early \u201890s).<\/p>\n

3. Findus Crispy Pancakes. Beef and onion flavour.<\/p>\n

4. Police Academy movies<\/p>\n

5. Being really, really good at making friendship bracelets.<\/p>\n

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Words: Brooke McCord<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Lazy Oaf\u2018s Gemma Sheil talks exclusively to Wonderland about doing things differently and the lo-fi approach to life.<\/p>\n","protected":false},"author":4,"featured_media":29298,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9418],"tags":[5408,5437,3908,1624],"acf":[],"yoast_head":"\nLAZY OAF X GARFIELD SS14 | Wonderland<\/title>\n<meta name=\"description\" content=\"LAZY OAF X GARFIELD SS14.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wonderlandmagazine.com\/2014\/04\/28\/lazy-oaf-x-garfield\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LAZY OAF X GARFIELD SS14 | Wonderland\" \/>\n<meta property=\"og:description\" content=\"LAZY OAF X GARFIELD SS14.\" \/>\n<meta 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