Lazy Oaf has unveiled its first ever kidswear collection, Oafy.
According to Lazy Oaf, the collection is designed around “childhood its self”. It aims to encourage children to follow their curiosity and “let their imaginations led the way”.
It features reversible pieces and prints such as clouds and happy faces. Items include fleece pram suits, puffer jackets and reversible trousers.
Related Story
Gemma Shiel, founder and creative director of Lazy Oaf, said: “After 25 years of building Lazy Oaf, our community has grown up with us and many are now raising kids of their own.
“I wanted to make kids clothes that champion creativity, self-expression and individuality from the very start, because childhood should be full of colour, curiosity and a bit of good chaos. Oafy is about making pieces that work hard, get handed down and encourage kids to be themselves. If it helps raise a generation that feels confident enough to be a bit different, then that’s a pretty lovely thing.”
The collection will be available exclusively in selected John Lewis stores and online on Lazy Oaf and John Lewis’s websites. Prices for the collection start from £19 and it will launch on 1 October 2026. My John Lewis members will have early access to the collection from the 28th September.
Click here to sign up to Retail Gazette‘s free daily email newsletter
