They say that the third time’s a charm but in this case, the fourth time is definitely the most special. It’s been 20 years since Gemma Shiel founded Lazy Oaf in her North London creaky garage, aiming to celebrate off-brand creativity and breathe some fresh air into our wardrobes. Once desperate, just like the rest of the cool kids, to get her hands on a fresh pair of the most iconic shoes of the counterculture, she’s now on the other side of the craze: collaborating for a fourth time on a collection with Dr. Martens.
“If I could time travel back to the mid-90s and tell my 16 yr old self that I would be designing the boots I was saving up for, I would probably melt into a pile of expletives,” Gemma says. There’s a strange magic to any object that can cause such a reaction, though, that’s not really surprising here. When buying Docs, you’re not only getting a new set of kicks but are buying into their renowned legacy, carrying their message of empowerment and individuality into the next generation. From 70s punk to 21st-century celebs, anyone and everyone should find themselves falling into the DM’s multiverse.
It’s the attitude that corresponds so well with the Lazy Oaf manifesto. A brand that’s always all-in for supporting young and up-coming artists, letting them in on their pieces to redesign and paint them with illustrations and art. The purpose of the shared mission is what makes Lazy Oaf and Dr. Martens’ collaboration stands out for a simple reason. It just feels authentic.
As both brands opt-in to maximise self-expression, this season we got to choose and show to everyone around us how we truly feel. The three-piece drop is designed around the customisable elements with Happy/Sad motifs and prints to match the symbols. The collection included Sinclair boots jazzed up with a cute bow, Bex lace-up shoes and Bethan buckled Mary Janes. Every pair comes with a bunch of extras to level up and personalize the wearing experience. Choose the style wisely or go wild. Doesn’t matter if you’re in for the lazy option or a bit of experimentation as long as you’re doing you.