Lazy Oaf

Lazy Oaf is a London independent streetwear label, founded in 2001, selling playful, illustration-heavy menswear and womenswear including skirts, shorts, dresses, t-shirts and jackets, alongside seasonal brand collaborations, on a Shopify storefront. Pricing shown on site runs in the low hundreds, such as a Girls Day Out Skirt at $97.

Website Design

A wide-tracked wordmark. The “LAZY OAF” logotype sits centered at the top of every page in widely letter-spaced capitals, set in the Helvetica Neue family named in the site’s stylesheet.

Mostly black and white, with one coral accent. The shop, product and checkout pages read as black text on white, with a single coral-pink named in the CSS close to #F45866 used sparingly for tags such as a low-stock label.

Cropped, plain-ground product shots. Category grid photography crops models at the neck against a flat grey backdrop, while the product page switches to full-body studio shots against a plain wall for the same garment.

Shopping Experience

A three-column grid with stock flags. The All Skirts & Shorts page lists items three across, with a red “Nearly Gone” tag on select pieces and the price sitting under each product name.

A collection strip breaking the grid. Partway down the category page, three full-bleed lifestyle photos under “Shop More Collections” link out to Dresses, New In and T-Shirts, interrupting the plain product grid with styled imagery.

A detailed product page. The Girls Day Out Skirt page stacks several images in a vertical scroll, a size run from 6 to 18 with a Low Stock flag, a green Add To Bag button, a Clearpay installment note, and a bulleted Details list covering fabric, waist and country of manufacture.

Three express buttons and three payment tabs at checkout. Shop, PayPal and Google Pay sit above the standard delivery fields, and the payment section offers Credit Card, PayPal and Clearpay as separate tabs, ending in a black Pay Now button.

Brand Storytelling

“Keep It Weird” over the newsletter form. The footer centers a hand-lettered, wavy version of the phrase above the email signup, distinct from the wordmark’s straight capitals used elsewhere.

A newsletter form that asks for more than an email. Beneath the email field sit a date-of-birth entry and an Interests dropdown, extending the signup past a single field.

Brand Responsibility listed beside legal pages. The Information column in the footer places Brand Responsibility next to T&C’s, Privacy Policy and Discounts & Promotions, treating it as a standard footer link rather than a separate page.

Notable Features

Loyalty and student pricing as standalone links. A Loyalty Scheme link sits in the Information column and a Student Discount link sits in Support, kept apart rather than combined into one rewards page.

An app download in the support column. Download Our App appears in the footer’s Support list alongside Contact Us & FAQs, Shipping & Returns and Size Guide.

A first-order discount folded into checkout contact. Rather than a popup, the checkout’s Contact section carries an unchecked box offering “10% off your first order, plus exclusive launches & offers” tied to signing up for email at the point of purchase.

Lazy Oaf Shop Category page example

Lazy Oaf Product page example

Lazy Oaf Checkout page example

Lazy Oaf footer example