100% cotton mom jeans Founded in 2001 by Gemma Shiel, in a garage, Lazy Oaf is an independent British streetwear brand, focusing on non-conformity in everything they create. Designing the men's and women's collections from its London studio, the brand creates pieces that play on the dark side, often adding sarcasm as well. The attitude of having fun and not taking anything too seriously runs through his entire design philosophy, which continually draws inspiration from wasted youth, teenage rebellion and a general sense of apathy towards established norms.