A Note from Our Founder, Gemma 👑

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December 31, 2025 3:04am EST

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OAFWORLD

Hello Oafs,

2025 has been a tough, weird, wonderful and challenging year — but looking back, I’m so proud of what we’ve made together.

Through the chaos of economics, politics and general madness, we went full creative turbo mode. Telling stories, hand making sets and props, working with people we genuinely love to bring you as much good stuff as possible.

You've Got Mail
Our mail-inspired Spring collection with artworks from Tom Bingham. Hands down one of my favourite drops of the year. “Going as fast as we can” – this was my fav theme from first sketch to final shoot.

Monchhichi x Lazy Oaf
Our very first project with this much-loved character. A sweet, joyful collection that the whole team became obsessed with, sparking a NEED for Monchhichi everything. Monchhichi even did a meet and greet at the store. What a guy, so much sass.

Outsiders Division
Not growing up, garden dreams and giant insects. Getting to work with David Mendez is always a creative cheese-dream and this won’t be the last time. For the shoot, we got to make human-sized insects and paint faces as vegetables. We did what we set out to do – channel our inner child.

LO Maintenance
Ever tried convincing people that post-poo drops would be a bestseller? That was me earlier this year. Playing in the world of beauty and self-care has always been an ambition, and we really went for it. From scents and formulas, to essentials that are simple, effective, funny and very Oaf. I’m so proud to line these up in my own bathroom.

Big & Small
Cardboard props, tiny things and massive things, hands-on making and pure joy. Proof that you can do a lot with imagination , cardboard and a roll of tape.

Guinness x Lazy Oaf
The biggest project of my career so far — and still slightly unreal. Guinness approached us nearly two years ago to design a clothing range for their new London venue, the Guinness Open Gate Brewery. They gave us incredible access to their archives and total freedom to interpret Guinness through a London lens. Seeing it all come together, and then sell out, was a proper pinch-me moment.

On top of this, we’ve also continued to work with amazing artists from all over the world and built collections with intention. Plus, I got to do it all with the best team I could ever wish for.

The tariff situation — especially for our US Oafs — has been a real kick in the unmentionables. I’m so sorry it’s made shopping harder. We miss you massively and are working on ways to make things better, while dreaming someone (Trump…) might change their mind.

Mostly though, I just want to say THANK YOU.

Every order, every message, every bit of support means the world. It’s been a rollercoaster for a small businesses like ours, and we genuinely couldn’t do this without you.

Next year Lazy Oaf turns 25 years old and we’ve got some great things planned that I can’t wait to share with you. Whether you’ve been buying since my market stall days or you have just bought your first Oaf piece — you’re part of the gang. We love you for the support.