L A Z Y OA F x ( r e ) P u r p o s e SUSTAINABLE COLLECTION
VERONICA GERMANO LUKE ECKL HYEWON JEONG MADISON DONALDSON FASM 400 MONIKA JONEVSKI
TA B L E O F C O N T E N T S B R A N D OV E R V I E W
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CUSTOMER BASE
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C O N C E P T OV E R V I E W
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GARMENT PROCESS
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C A M PA I G N P H O T O S H O O T WEB MARKETING DELIVERABLES PRINT MARKETING DELIVERABLES
7-8 9-13 14-15
B R A N D OV E R V I E W MEN’S & WOMEN’S INDEPENDENT STREETWEAR - founded in 2001 by Gemma Shiel - London-based label with quirky clothes and collaborations with other creatives - eclectic style inspired by youth & nostalgia - runs own blog to encourage community spirit - acquired a cult following #KeepingItWeirdSince2001 - items are in the accesible to mid-range pricing of $5-$250
CUSTOMER BASE
P S YC H O G R A P H I C S - unafraid of being different - express personality through clothing
DEMOGRAPHICS - creatives age 16-35 - students - global - urban
- humor (sarcastic/ironic) - kitschy/quirky aesthetic - nostalgic view of childhood - follow streetstyle/OOTD - shop mostly online - idependent spirits - engage in creative pursuits
C O N C E P T OV E R V I E W
To meet the rising demand for more sustainable product options for millenials, Lazy Oaf will launch a running collection of hand-crafted garments. These pieces will be created from leftover deadstock and scrap fabric from LO manufacturers and warehouses. This collection will help reduce the total amount of fabric waste from the brand by repurposing it into one-of-a-kind pieces that will appeal to the unique Lazy Oaf customer.
GARMENT PROCESS
M AT E R I A L S : -
1 CARDIGAN 9 T-SHIRTS 1 KNITTING NEEDLE 11 HRS OF LABOR
C A M PA I G N P H O T O S H O O T
W E B L A N D I N G PAG E
OAFs, the Find Your (re)Purpose collection is here.
SHOP
W E B P R O D U C T PAG E
OOAK PRIMARY COLOR SHAG VEST $125
I N S TAG R A M F E E D
Find your (re)Purpose.
EMAIL BLAST
Hello fellow OAFS! Introducing our new (re)Purpose collection made entirely from deadstock and scrap fabric. You’re welcome environment! Each piece is expertly handcrafted to be one-of-a-kind originals so no two garments will be the same. Check out our featured product - the Primary Color Shag Vest! So shaggy! Until next time OAFS, #FindYour(re)Purpose
W I N D O W D I S P L AY
WILD POSTINGS
CONTRIBUTORS CONCEPT VERONICA GERMANO LUKE ECKL HYEWON JEONG MADISON DONALDSON
MODEL SAVANNAH SANDS
PHOTOGRAPHER VERONICA GERMANO
SOURCES
L A Z Y OA F DRAPERS