This New Denim Collab Was Made for Fans of ‘90s Nostalgia

So basically, all of us.

By Ariana Marsh

September 2, 2015

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“You’ve heard of sugar, spice, and all things nice? Try girls, guts, and all things nuts!” Such is the motto for playful London-based brand Lazy Oaf — and it couldn’t be any more fitting. Known for its cartoon-clad designs that come in rad street-inspired silhouettes and look best when styled with a sense of humor, the label constantly churns out pieces that are the perfect mix of wacky and wearable.
“My approach to design is mostly making cool but slightly weird things that will make you smile,” says the brand’s designer and CEO Gemma Shiel. “I aim to create styles that are a bit counter culture with plenty of British attitude.”
It makes sense, then, that she would turn to fellow UK-based label The Ragged Priest to help her helm her latest cheeky offering: 3 pairs of '90s-inspired jeans, jazzed up with patches, distressing, and text. “The collaboration happened really organically through a mutual love of teen spirit and youth rebellion,” explains Gemma. “We love working with fellow independents!”
Click through the slides to see each style in full and for tips from Gemma on how to style them this back-to-school season. But remember, if you really want to embody the Lazy Oaf girl — who is effortlessly cool, has a penchant for all things dorky, and marches to the beat of her own drum — you’ll wear them in your own unique and totally badass way.
Shop the collection starting September 3rd, at Lazy Oaf.
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Total Mess Jean“These are great styled with our ironically clean Total Mess shirt, tasseled loafers, and some classic white socks.”

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Kitty Kat Jean“These look super cute with just a slouchy oversized jumper, pretty socks, and a pair of Birkenstocks…if you are into the sock/sandal idea, that is!”
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Collection Patch Jean“I would keep it simple and twin this style with a pastel crop tee and some Nike Air Force Ones.”