Image 1: Winter ’15 lookbook (Lazy Oaf, 2015)
BRAND BOOK Word Count: 1978 By Isobel Plummer
CONTENTS 01 WHO ARE LAZY OAF? 03 05 07
Brand Story Statements Brand Values & Tone of Voice
09
17
WHERE THE BRAND STANDS
BRAND GUIDELINES
11 13
19 21 29 31 33
Perceptual Map Positioning
Fonts Logos Colour Scheme Images The Store
35
47
CONSUMER AND PRODUCT
COMMUNICATION GUIDELINES
37 41 45
49 53
The Lazy Oaf Woman The Lazy Oaf Man The Product
57 THE END 59 60 61
References Bibliography Illustrations
Strategy Events
Image 2: Swimwear Garfield Lookbook (Lazy Oaf, 2014)
WHO ARE LAZY OAF? When creating any content for Lazy Oaf it is primarily important to understand where we came from, what we stand for and what we represent as this will be key in conveying the brand’s identity.
1.1
BRAND STORY
We are a London based independent street fashion label designing womenswear, menswear and accessory collections that feature bold colours and graphic prints inspired by youth nostalgia, teenage rebellion and a sense of apathy toward conforming to the norm. Our quirky and unconventional concepts make us instantly recognisable.
Image 4: The Studio (Lazy Oaf, 2017) Image 3: Lazy Oaf Store Front (Lazy Oaf, 2017)
Lazy Oaf came to being in 2001 when illustrator and designer Gemma Shiel was straight out of University and began hand printing t-shirts to sell on Spitalfield market. We’ve grown quite a bit over the years although have kept that personal touch and independent feeling as we’re proud to say we’ve had no outside investment to help us create our hugely successful webstore with over 250 stockists worldwide and a flagship boutique in London’s Soho (Lazy Oaf, 2017)
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DESIGNER AND FOUNDER
Image 5: Meet Gemma (Lazy Oaf, 2017)
GEMMA SHIEL
1.2
STATEMENTS
MISSION Our mission is to create clothing that will make men and women smile, allowing them to not take things so seriously and have a little fun with their wardrobe (Lazy Oaf, 2017)
VISION We drive irreverence into everything we do, creating pieces that play on the brands warped sense of humour; this attitude is carried through the whole design ethos and in the next 5 years we hope to bring these ideas and the experience of Lazy Oaf to more customers worldwide by placing small stores in key territories - New York, Seoul, Tokyo. (Sutherland, 2016)
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Image 6: Garfield Lookbook 2 (Lazy Oaf, 2014)
1.3
BRAND VALUES & Image 7: Garfield Lookbook 3 (Lazy Oaf, 2014)
THINK THINK OF OF US US AS AS Your quirky and fashionable friend who’s not afraid to laugh at herself. We value all things artistic and innovative rather than just being a follower of trends. We are a friendly face you can always rely on for something a little bit weird.
TONE OF VOICE 07
AT AT LAZY LAZY OAF OAF WE WE ARE ARE
Image 8: Garfield Lookbook 4 (Lazy Oaf, 2014)
WEIRD HUMOROUS FASHION-FORWARD COLOURFUL CREATIVE NOSTALGIC INNOVATIVE INCLUSIVE FUN
Image 9: Garfield Lookbook 5 (Lazy Oaf, 2014)
BUT BUT WE’RE WE’RE NOT NOT
SERIOUS ARROGANT CORPORATE CONDESCENDING CROWD FOLLOWERS UNWELCOMING FORMAL BORING BASIC
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Image 10: Women’s Summer ‘16 Lookbook (Lazy Oaf, 2016)
Image 11: Women’s Summer ‘16 Lookbook 2 (Lazy Oaf, 2016)
WHERE THE BRAND STANDS This section includes a perceptual map and brand positioning of Lazy Oaf which will explain who the competitors are as well as how their differences distinguish them and place within the market.
PERCEPTUAL MAP Brand
Image 12: Men’s Summer ’16 Lookbook (Lazy Oaf, 2016)
2.1
Price
To find out where Lazy Oaf sits in the UK fashion market, similar retailers have been identified and compared, considering average prices and their levels of creativity and individuality.
Indiviuality
The price range at Lazy Oaf starts at £7 for an accessory to the most expensive item being a jacket at £150, our products are made for people to enjoy therefore we keep our price range accesible rather than having the association in consumers’ minds of “I would never be able to afford that.” However, we are not super cheap either and sit more in the upper range of the high street so our market position is accessible but purchasing something is still special and exciting because of the fact that the product itself is very individual as well as because of the price range (Shin, 2014).
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2.2
POSITIONING
Image 13: Summer ’16 Lookbook 2 (Lazy Oaf, 2016)
STATEMENT
To young fashionable men and women Lazy Oaf is the place they can get individualised clothing and accessories at an affordable price that they won’t find anywhere else therefore we can promise that they will stand out in the crowd. Consumers can believe us because we do not mass produce and all our collections are limited edition.
COMPETITORS We see our main competitors as being Unif, Urban Outfitters and the Ragged Priest as they all offer quite individual clothing, however none of them are doing the exact same as us and the consumer would not be able to find the same items in any one of these stores, as Lazy Oaf’s aesthetic is unique. As part of our marketing plan we have also collaborated with The Ragged Priest in 2015 for mutual benefit, the collaboration served to expand brand exposure and product offerings (Vimeo, 2015). Image 14: Men’s Summer ’16 Lookbook 3 (Lazy Oaf, 2016)
Image 15: Women’s Summer ’16 Lookbook 3 (Lazy Oaf, 2016)
Image 16: Men’s Summer ‘16 Lookbook 4 (Lazy Oaf, 2016)
Image 17: Men’s Summer ’16 Lookbook 5 (Lazy Oaf, 2016)
Image 18: Casper Lookbook (Lazy Oaf, 2015)
BRAND GUIDELINES The brand guidelines will explain how the brand should be represented, ensuring it is consistent in order to reinforce the brand identity, keep its individual voice and show credibility to the customers which in turn will help us stand out in the market.
Image 19: Casper Lookbook 2 (Lazy Oaf, 2015)
3.1
FONTS We use a few different fonts for our logo variations and these are all special and unique just like the brand itself. As the brand has such an emphasis on individuality and with such a great design team at our fingertips, we created logos that fit us and expressed our message perfectly. For other areas of written text we use the font Arial which is clear as well as aesthetically pleasing. This font should be used to display things such as the names of products, headings, the slogan and for our blog etc. The most common size we like to see our text in is size 9, although this can change depending on usage, for example it can be larger for headings. (Lazy Oaf, 2017)
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ABC
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
CDEFG
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LOGOS Brand
Image 20: Casper Lookbook 3 (Lazy Oaf, 2015)
3.2 There is more than one Lazy Oaf logo that represents us and below you can view all the different versions that can be used, we love all our logos as they are one of the first thing the consumer sees and what they initially will use to identify the brand. Don’t worry too much though as we’re not overly strict, however, we do have a few simple rules that should help you get the right message across.
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THE THE DO’S DO’S ORIGINAL (BLACK ON WHITE)
These are the original logo colours that should be used in most cases, it consists of black (#000000) lettering on a white (#ffffff) background. REVERSED (WHITE ON BLACK)
You can also reverse the colours so that the lettering is white when it is placed on a black background. ON LIGHT BACKGROUND Image 21: Casper Promo image (Lazy Oaf, 2015)
ON DARK BACKGROUND Image 22: Casper Launch Poster (Lazy Oaf, 2015)
These examples show the correct usage for each colour variation of the logo, the original black lettering should be used when the background it’s being shown on is light, but if the background is dark then the reversed white lettering version should be shown.
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THE THE DO DO NOT’S NOT’S COLOURS OTHER THAN BLACK/WHITE
You should never stray from the monochromatic colour scheme; our brand is very colourful so we like to stick to a logo that can be clear against this. OFF SHADES
Please also do not alter the shades of black or white for the logos as this can make them stand out a lot less then we’d like. LIGHT ON LIGHT
BUSY BACKGROUND
The above examples aren’t readable which is why you need to make sure that the correct colour version of the logo is used (if it’s a light background use the dark logo!). Busy backgrounds also obstruct the logo so please only place it on images that don’t interfere.
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THE THE DO’S DO’S SIZING
There is no minimum or maximum size the logos should be scaled to as it is depending on what they will be used for and where and how they will be placed, as we said; we aren’t strict, and with the sizing we give you creative freedom as long as you stick to keeping it readable. SEPARATE SCALING
CARRIER BAG
MOVING OF ELEMENTS
In some of our logos there are multiple elements and these can be moved about and altered, they can also be sized independently from the text, look at the logo on our carrier bags; the eyes are scaled differently to the ones on the logo on the left.
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THE THE DO DO NOT’S NOT’S STRETCHING
Although the sizing of the logos is adjustable, you must still make sure that it is scaled up and down correctly, they should never be stretched and the spacing of the letters must not be changed as it distorts the image and that is not how we want the brand presented. ORIENTATION
MULTIPLE LINES
We ask of you to please refrain from splitting the logos up into more than the number of lines of text than in their original versions, seen on page 22. Finally, please do not interfere with the orientation of text in any way, the logos should always be presented horizontally and in full.
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Image 23: Casper Lookbook 6 (Lazy Oaf, 2015)
Image 24: Casper Lookbook 7 (Lazy Oaf, 2015)
3.3
COLOUR
One of the things most associated with Lazy Oaf is our colours, however, we do not have any one colour scheme stretching across the entire brand. Each season or collection has a different theme and is saying something slightly different and therefore we like to have separate colour palettes for each which will be consistent across the brand from website to blog to store for the duration of that collection.
Image 25: Casper Lookbook 8 (Lazy Oaf, 2015)
On the opposite page a selection of our colour schemes have been laid out and it shows how there is a distinct look season to season as each collection will take inspiration from a different source, reflecting the spirit of the time or collaboration.
SCHEMES 29
LAZY OAF X GARFIELD
LAZY OAF X CASPER
LAZY OAF SPRING/SUMMER ‘17
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3.4
IMAGES
IMAGES The images go hand in hand with the colour schemes and follow the unique theme for that collection. The weird and wonderful feeling of Lazy Oaf and our core brand values should always be kept in mind and be carried across any set of images produced for the brand. There aren’t any set-in stone rules to creating the perfect lookbook, although some elements that serve as strong brand identifiers for us in our imagery include: colour blocking, colour coordination and quirky models as well the occasional purely aestethic image (e.g. image 27).
Image 26: Lazy Oaf Instagram (Instagram, 2017)
INSTAGRAM SCREENSHOT 31
Image 27: Casper Lookbook 9 (Lazy Oaf, 2015)
THE STORE Brand
Image 28: Store Interior (Lazy Kat, 2015)
3.5 To date we only have one standalone store located in London, although pop-up shops have appeared in places such as Tokyo in Japan which you can see in image 29, and in the future, we hope to have more stores globally as mentioned in our brand vision.
Image 29: Tokyo Pop-up Shop (Lazy Oaf, 2015)
The requirements for our physical stores are as follows: Calling a small space our home means we have to maximise our use of space and so we have a minimalist approach to merchandising so that the store never feels overstocked or busy. The wall colours should always be simple, perhaps a pared back pastel tone alongside white or black, this allows the bright and bold products the be the focus and avoids clashes with the decor. Finally, flexibility and adaptability are key; our fixtures and fittings can easily be rearranged so that we are well equipped to deal with any display or in-store event that needs accommodating (Moran, 2014).
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Image 30: Men’s Autumn ’15 Lookbook (Lazy Oaf, 2015)
CONSUMER AND PRODUCT It is integral that you get to know the products that we sell here at Lazy Oaf as well who the consumer is as they are at the heart of everything we do; no product or consumer = no Lazy Oaf.
4.1
THE LAZY OAF
Image 31: Women’s Autumn ’15 Lookbook (Lazy Oaf, 2015)
WOMAN 37
Image 32: Women’s Autumn ’15 Lookbook 2 (Lazy Oaf, 2015)
SHE SHE IS... IS... Probably aged between 18-25 and lives in England. She loves fashion and has a creative mind as well as being into her own geeky things, she spends her time watching cartoons and eating pizza (Shiel, 2013).
SHE SHE IS... IS...
Image 33: Women’s Autumn ’15 Lookbook 3 (Lazy Oaf, 2015)
Someone who doesn’t care about getting it right all the time, she probably has chipped nail polish and dyes her hair in the bathroom she’s irreverent, a goofball and can tell a dirty joke (Shiel, 2013)
SHE SHE IS... IS... The type of girl who has the sense of an outsider and floats around numerous social groups, not really fitting in to any one particular scene. She has a bit of a punk attitude and is slightly rebellious (Shin, 2014)
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Image 34: Women’s Autumn ’15 Lookbook 4 (Lazy Oaf, 2015)
4.2
THE LAZY OAF
Image 35: Men’s Autumn ’15 Lookbook 2 (Lazy Oaf, 2015)
MAN 41
Image 36: Men’s Autumn ’15 Lookbook 3 (Lazy Oaf, 2015)
HE HE IS... IS... Also aged between 18 and 25 living in England. He hangs around and is friends with the Lazy Oaf woman (Shin,2014) and is similarly into fashion and will likely persue a creative career.
HE HE IS... IS...
Image 37: Men’s Autumn ’15 Lookbook 4 (Lazy Oaf, 2015)
The type of guy that’s probably going to get you in trouble and break your heart, what your mum might call a “bad influence” (Shin, 2014).
HE HE IS... IS... A joke teller, he’s quick witted and always has a comeback. He can make anyone laugh and doesn’t take life too seriously, seeing the humour in almost anything.
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Image 38: Men’s Autumn Lookbook 5 (Lazy Oaf, 2015)
4.3
THE PRODUCT Image 39: Casper Promo Image 2 (Lazy Oaf, 2015)
Products are mostly limited edition therefore highly sought after as we don’t tend to restock items once they’re gone. An element of our products that makes them so special is the unusual collaborations we engage in; this has included the likes of working with YouTube sensation “Don’t Hug Me I’m Scared” as well as creating high-concept collaborations with DC Comics, Warner Bros and DreamWorks to bring Batman, Looney Toons, Garfield and Casper products to life (Sutherland, 2016)
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Our products are unique and high quality although reasonably priced. We cater for both men and women and have a range that includes apparel, accessories and swimwear. As an independent brand we like to think of ourselves as sustainable as all of our products are designed and brought to life by a small team and we’ll never manufacture 10,000 of one t-shirt to get it to you at unnatrually low prices (Sutherland, 2016)
Image 40: Store Interior 2 (Lazy Kat, 2014)
Image 41: Store Interior 3 (Lazy Oaf, 2015)
Image 42: Women’s Summer ’17 Lookbook (Lazy Oaf, 2017)
COMMUNICATION GUIDELINES These guidelines should be used as a practical guide providing creative flexibility yet also ensuring consistency, they explain how we communicate with our consumer and how the brand should be expressed both on and offline.
Image 43: Women’s Summer ’17 Lookbook 2 (Lazy Oaf, 2017)
5.1
STRATEGY The way we reach our customers is not typical as we do not release any television or print ads. We know our consumer well and know that the best way to connect with them on a more personal level is through social media where our striking images sell the brand message and tone of voice creates an atmosphere that allows engagement as social media lets us quickly and directly speak to our customers (The Drum, 2015) Our social media platforms include: Twitter, Facebook, Instagram, Tumblr, Pinterest and Vimeo as well as a blog we fill with happenings across the Oaf world. With all platforms, we aim to stand out by staying true to our brand voice and keeping up to date with the latest campaign material to stay relevant. We also have extra features to make the transition from Instagram to purchase easier; our ‘Instashop’ lets you click on any image from our Instagram feed which then takes you directly to the product featured, this saves the consumer having to hunt around themselves.
Image 44: Instashop (Lazy Oaf, 2017)
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Image 45: Men’s Summer ’17 Lookbook (Lazy Oaf, 2017)
Image 46: Women’s Summer ’17 Lookbook 3 (Lazy Oaf, 2017)
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5.2
EVENTS
Image 47: Press Event (Lazy Oaf, 2017)
We also communicate with our consumer in the physical world. We often hold special in-store events to launch our new and exciting collections, these can vary from invite only press events to open invitation public events for which any of our followers can RSVP to and come along to live the Lazy Oaf experience.
Image 48: Press Event 2 (Lazy Oaf, 2017)
We treat our guests well and theme each experience to make it completely immersive and the embodiment of the current collection. At our recent launch for the SS17 Lazy Swim Club line we pretended we were poolside for the morning and offered a delicious breakfast spread of grilled grapefruit halves and Nutella filled pancakes (Lazy Swim Club, 2017). These events are not only to promote our new collections but also to become closer to and get to know our customers better.
Image 49: Press Event 3 (Lazy Oaf, 2017)
Image 50: Women’s Summer ’17 Lookbook 4 (Lazy Oaf, 2017)
Image 51: Women’s Summer ’17 Lookbook 5 (Lazy Oaf, 2017)
THE END Thank you for taking the time to read through our guidelines, we hope that that they have been helpful and that you now understand the wonderfully weird world of Lazy Oaf a little bit better.
Image 52: Esther Loves Oaf (Lazy Oaf, 2017)
6.1
REFERENCES
Lazy Oaf (2017). Lazy Oaf / About Us. [online] Story. Available at: http://www.lazyoaf.com/story/about-us/ [Accessed 5 Apr. 2017]. Lazy Swim Club (2017). Lazy Swim Club Summer Preview. [online] Story. Available at: http://www.lazyoaf. com/story/lazyswimclubpreview/ [Accessed 20 Apr. 2017]. Moran, G. (2014). Shopwatch: Lazy Oaf. Drapers. Shiel, G. (2013). In the Studio: Gemma Shiel for Lazy Oaf | Lazy Oaf Journal. [online] Lazyoaf.com. Available at: https://www.lazyoaf.com/blog/2013/06/at-home-with-lazy-oaf/ [Accessed 24 Apr. 2017]. Shin, N. (2014). Interview: Gemma Shiel of Lazy Oaf. [online] Cool Hunting. Available at: http://www.coolhunting.com/style/interview-gemma-shiel-lazy-oaf-aw14 [Accessed 5 Apr. 2017]. Sutherland, E. (2016). Weird and Wonderful. Drapers, p.19. The Drum (2015). What is creativity? Lazy Oaf founder Gemma Shiel on collaboration, inspiration and design. [online] The Drum. Available at: http://www.thedrum.com/news/2015/11/30/what-creativity-lazy-oaf-founder-gemma-shiel-collaboration-inspiration-and-design [Accessed 24 Apr. 2017]. Vimeo. (2015). Lazy Oaf x Ragged Priest. [online] Available at: https://vimeo.com/137486453 [Accessed 16 Apr. 2017].
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6.2
BIBLIOGRAPHY
Amed, I. (2015). How Do You Create Brand Awareness?. [online] The Business of Fashion. Available at: https://www.businessoffashion.com/articles/basics/how-do-you-create-brand-awareness [Accessed 6 Apr. 2017]. Connoly, L. (2017). Introducing Lazy Oaf. [online] Freedomspark.co.uk. Available at: http://freedomspark. co.uk/introducing-lazy-oaf/ [Accessed 22 Apr. 2017]. Davis, N. (2014). The Business of Fashion. Licence! Global, 17(4), pp.28-29. Dibb, S., Simkin, L., Pride, W. and Ferrell, O. (2012). Marketing: Concepts and Strategies. 1st ed. Houghton Mifflin, p.252. Keller, C., Magnus, K., Hendrich, S., Nava, P. and Tochtermann, T. (2017). Succeeding in tomorrow’s global fashion market. [online] McKinsey & Company. Available at: http://www.mckinsey.com/business-functions/ marketing-and-sales/our-insights/succeeding-in-tomorrows-global-fashion-market [Accessed 21 Apr. 2017]. Klara, R. (2010). For Smaller, Independent Brands, How Tweet It Is. Adweek, 51(6), p.10. Kotler, P., Armstrong, G., Wong, V. and Saunders, J. (2008). Principles of marketing. 1st ed. Frenchs Forest, N.S.W.: Pearson Education Australia, pp.410-415. Lazy Oaf (2017). Lazy Oaf Home. [online] Available at: http://www.lazyoaf.com/ [Accessed 24 Apr. 2017]. Lazy Oaf (2017). Lazy Oaf Journal | Odd graphics, secret finds, best buys.... [online] Lazyoaf.com. Available at: http://www.lazyoaf.com/blog/ [Accessed 23 Apr. 2017]. MacKenzie, I., Meyer, C. and Noble, S. (2017). How retailers can keep up with consumers. [online] McKinsey & Company. Available at: http://www.mckinsey.com/industries/retail/our-insights/how-retailers-cankeep-up-with-consumers [Accessed 16 Apr. 2017]. Martinez, P. (2012). The consumer mind. 1st ed. London: Kogan Page, pp.115-120. MillwardBrown (2016). Brand Z Top 100 Most Valuable Brands 2016. [online] Available at: http://wppbaz. com/admin/uploads/files/BZ_Global_2016_Report.pdf [Accessed 12 Apr. 2017]. Wheeler, A. (2012). Designing brand identity. 4th ed. Hoboken, N.J.: John Wiley & Sons, pp.146-154. Zietman, Z. (2011). Ten Questions with Gemma Shiel of Lazy Oaf. [online] Owl Eyes. Available at: http://owleyesmagazine.com/the_bon_vivant/ten-questions-with-gemma-shiel-of-lazy-oaf [Accessed 3 Apr. 2017].
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6.3
ILLUSTRATIONS
Image 1 Lazy Oaf (2015) Winter ’15 Lookbook [Digital Image]. Available at: http://www.lazyoaf.com/winter-15-lookbook-3-2642 (Accessed: 15 April 2017) Image 2Lazy Oaf (2014). Swimwear Garfield Lookbook [Digital Image]. Available at: http://i-likeitalot.com/wp-content/ gallery/lazy-oaf-x-garfield/garfield-lookbook-1.jpg (Accessed: 29 Image 3 Lazy Oaf (2017) Lazy Oaf Store Front [Digital Image]. Available at: http://www.lazyoaf.com/store (Accessed: 29 March 2017) Image 4Lazy Oaf (2017) The Studio [Digital Image]. Available at: http://www.lazyoaf.com/studio-tiles (Accessed: 29 March 2017) Image 5Lazy Oaf (2017) Meet Gemma [Digital Image]. Available at: http://www.lazyoaf.com/gemma (Accessed: 29 March 2017) Image 6Lazy Oaf (2014) Garfield Lookbook 2 [Digital Image]. Available at: https://s-media-cache-ak0.pinimg.com/originals/5a/6d/dc/5a6ddc7b6ce816da07fff845593a4f5c.jpg (Accessed: 29 March 2017) Image 7Lazy Oaf (2014) Garfield Lookbook 3 [Digital Image] Available at: http://www.freshnessmag.com/2014/04/25/ lazy-oaf-x-garfield-springsummer-2014-collection-lookbook/ (Accessed: 1 April 2017) Image 8Lazy Oaf (2014) Garfield Lookbook 4 [Digital Image]. Available at: http://www.freshnessmag.com/2014/04/25/ lazy-oaf-x-garfield-springsummer-2014-collection-lookbook/ (Accessed: 1 April 2017) Image 9: Lazy Oaf (2014) Garfield Lookbook 5 [Digital Image]. Available at: http://thefarcollective.com/fashion/lazy-oaf-xgarfield/ (Accessed: 1 April 2017) Image 10Lazy Oaf (2016) Women’s Summer ’16 Lookbook [Digital Image]. Available at: http://www.lazyoaf.com/lazy-oafsummer-16-womens (Accessed: 29 March 2017) Image 11Lazy Oaf (2016) Women’s Summer ’16 Lookbook 2 [Digital Image]. Available at: http://www.lazyoaf.com/lazyoaf-summer-16-womens (Accessed: 29 March 2017) Image 12Lazy Oaf (2016) Men’s Summer ’16 Lookbook [Digital Image]. Available at: http://www.lazyoaf.com/lazy-oafsummer-16-mens (Accessed: 2 April 2017) Image 13Lazy Oaf (2016) Men’s Summer ’16 Lookbook 2 [Digital Image]. Available at: http://www.lazyoaf.com/lazy-oafsummer-16-mens (Accessed: 2 April 2017) Image 14Lazy Oaf (2016) Men’s Summer ’16 Lookbook 3 [Digital Image]. Available at: http://www.lazyoaf.com/lazy-oafsummer-16-mens (Accessed: 2 April 2017) Image 15Lazy Oaf (2016) Women’s Summer ’16 Lookbook 3 [Digital Image]. Available at: http://www.lazyoaf.com/lazyoaf-summer-16-womens (Accessed: 2 April 2017) Image 16Lazy Oaf (2016) Men’s Summer ’16 Lookbook 4 [Digital Image]. Available at: http://www.lazyoaf.com/lazy-oafsummer-16-mens (Accessed: 2 April 2017) Image 17Lazy Oaf (2016) Men’s Summer ’16 Lookbook 5 [Digital Image]. Available at: http://www.lazyoaf.com/lazy-oafsummer-16-mens (Accessed: 2 April 2017) Image 18-
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Lazy Oaf (2015) Casper Lookbook [Digital Image]. Available at: http://www.lazyoaf.com/lazy-oaf-x-casper (Accessed: 8 April 2017) Image 19Lazy Oaf (2015) Casper Lookbook 2 [Digital Image]. Available at: http://www.lazyoaf.com/lazy-oaf-x-casper (Accessed: 8 April 2017) Image 20Lazy Oaf (2015) Casper Lookbook 3 [Digital Image]. Available at: http://www.lazyoaf.com/lazy-oaf-x-casper (Accessed: 9 April 2017) Image 21Lazy Oaf (2015) Casper Promo Image [Digital Image]. Available at: https://vimeo.com/lazyoaf (Accessed: 10 April 2017) Image 22Lazy Oaf (2015) Casper Launch Poster [Digital Image]. Available at: https://www.lazyoaf.com/blog/2015/09/wintickets-to-lazy-oaf-x-casper-secret-launch-2/ (Accessed: 10 April 2017) Image 23Lazy Oaf (2015) Casper Lookbook 4 [Digital Image]. Available at: http://www.lazyoaf.com/lazy-oaf-x-casper (Accessed: 10 April 2017) Image 24Lazy Oaf (2015) Casper Lookbook 7 [Digital Image]. Available at: http://www.lazyoaf.com/lazy-oaf-x-casper (Accessed: 10 April 2017) Image 25Lazy Oaf (2015) Casper Lookbook 8 [Digital Image]. Available at: http://www.lazyoaf.com/lazy-oaf-x-casper (Accessed: 18 April 2017) Image 26Instagram (2017) Lazy Oaf Instagram [Digital Image]. Available at: https://www.instagram.com/lazyoafs/?hl=en (Accessed: 23 April 2017) Image 27Lazy Oaf (2015) Casper Lookbook 9 [Digital Image]. Available at: http://www.lazyoaf.com/lazy-oaf-x-casper (Accessed: 19 April 2017) Image 28Lazy Kat (2015) Store Interior [Digital Image]. Available at: http://www.lazykat.fr/en/lazy-oaf-new-collection/ (Accessed: 20 April 2017) Image 29Lazy Oaf (2015) Tokyo Pop-up Shop [Digital Image]. Available at: https://www.lazyoaf.com/blog/2015/10/welcome-to-tokyo-lazy-land/ (Accessed: 20 Aril 2017) Image 30Lazy Oaf (2015) Men’s Autumn ’15 Lookbook [Digital Image]. Available at: http://media.lazyoaf.com/catalog/ product/cache/1/small_image/9df78eab33525d08d6e5fb8d27136e95/a/u/autumn_mens_01.jpg (Accessed: 29 March 2017) Image 31Lazy Oaf (2015) Women’s Autumn ’15 Lookbook [Digital Image]. Available at: http://www.lazyoaf.com/lazy-oafautumn-15-women-s-collection (Accessed: 16 April 2017) Image 32Lazy Oaf (2015) Women’s Autumn ’15 Lookbook 2 [Digital Image]. Available at: http://www.lazyoaf.com/lazyoaf-autumn-15-women-s-collection (Accessed: 16 April 2017) Image 33Lazy Oaf (2015) Women’s Autumn ’15 Lookbook 3 [Digital Image]. Available at: http://www.lazyoaf.com/lazyoaf-autumn-15-women-s-collection (Accessed: 16 April 2017) Image 34Lazy Oaf (2015) Women’s Autumn ’15 Lookbook 4 [Digital Image]. Available at: http://www.lazyoaf.com/lazyoaf-autumn-15-women-s-collection (Accessed: 16 April 2017) Image 35Lazy Oaf (2015) Men’s Autumn ’15 Lookbook 2 [Digital Image]. Available at: http://www.lazyoaf.com/lazy-oafautumn-15-men-s-collection (Accessed: 16 April 2017) Image 36Lazy Oaf (2015) Men’s Autumn ’15 Lookbook 3 [Digital Image]. Available at: http://www.lazyoaf.com/lazy-oafautumn-15-men-s-collection (Accessed: 16 April 2017) Image 37Lazy Oaf (2015) Men’s Autumn ’15 Lookbook 4 [Digital Image]. Available at: http://www.lazyoaf.com/lazy-oafautumn-15-men-s-collection (Accessed: 16 April 2017) Image 38Lazy Oaf (2015) Men’s Autumn ’15 Lookbook 5 [Digital Image]. Available at: http://www.lazyoaf.com/lazy-oaf-
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autumn-15-men-s-collection (Accessed: 16 April 2017) Image 39Lazy Oaf (2015) Casper Promo Image 2 [Digital Image]. Available at: https://i.vimeocdn.com/video/537816874_1280x720.jpg (Accessed: 17 April 2017) Image 40Lazy Kat (2014) Store Interior 2 [Digital Image]. Available at: http://www.lazykat.fr/en/weekend-london-day-01/ (Accessed: 17 April 2017) Image 41Lazy Oaf (2015) Store Interior 3 [Digital Image]. Available at: https://www.lazyoaf.com/blog/2015/10/welcome-totokyo-lazy-land/ (Accessed: 17 April 2017) Image 42Lazy Oaf (2017) Women’s Summer ’17 Lookbook [Digital Image]. Available at: http://www.lazyoaf.com/story/ womens-summer-17/ (Accessed: 19 April 2017) Image 43Lazy Oaf (2017) Women’s Summer ’17 Lookbook 2 [Digital Image]. Available at: http://www.lazyoaf.com/story/ womens-summer-17/ (Accessed: 19 April 2017) Image 44Lazy Oaf (2017) Instashop [Digital Image]. Available at: http://www.lazyoaf.com/shop-the-feed (Accessed: 20 April 2017) Image 45Lazy Oaf (2017) Men’s Summer ’17 Lookbook [Digital Image]. Available at: http://www.lazyoaf.com//story/ mens-summer-17/ (Accessed: 19 April 2017) Image 46Lazy Oaf (2017) Women’s Summer ’17 Lookbook 3 [Digital Image]. Available at: http://www.lazyoaf.com/story/ womens-summer-17/ (Accessed: 19 April 2017) Image 47Lazy Oaf (2017) Press Event [Digital Image]. Available at: http://www.lazyoaf.com/story/lazyswimclubpreview/ (Accessed: 20 April 2017) Image 48Lazy Oaf (2017) Press Event 2 [Digital Image]. Available at: http://www.lazyoaf.com/story/lazyswimclubpreview/ (Accessed: 20 April 2017) Image 49Lazy Oaf (2017) Press Event 3 [Digital Image]. Available at: http://www.lazyoaf.com/story/lazyswimclubpreview/ (Accessed: 20 April 2017) Image 50Lazy Oaf (2017) Women’s Summer ’17 Lookbook 4 [Digital Image]. Available at: http://www.lazyoaf.com/story/ womens-summer-17/ (Accessed: 19 April 2017) Image 51Lazy Oaf (2017) Women’s Summer ’17 Lookbook 5 [Digital Image] Available at: http://www.lazyoaf.com/story/ womens-summer-17/ (Accessed: 19 April 2017) Image 52Lazy Oaf (2017) Esther Loves Oaf [Digital Image]. Available at: http://www.lazyoaf.com/esther-loves-oaf-bunnyree-s-4 (Accessed: 22 April 2017)
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