The new Lazy Oaf collection was released for Summer 2017, which is no surprise considering the apparel's use of pastel color palettes, and the editorial's bright and flowery backdrops.
Despite the cheeriness of the color palettes and promotional shots, the Lazy Oaf collection is centered around a contemptuous theme, with graphics that read "GO AWAY," "NOT TODAY," "DON'T BOTHER," and "DON'T GO OUTSIDE" decorating the apparel. Often, the graphics are printed in bold hues that clash with the rest of the muted color palettes, so that they're at the focus of the apparel.
Featured in the Lazy Oaf collection are tees, button-up shirts, lightweight jackets, shorts, polos, hoodies, hats, and even sunglasses -- which can be purchased from the brand's online store.
Key Themes Behind This Trend
- Contemptuous Streetwear
- Opportunity for brands to create streetwear collections with edgy and provocative graphics, appealing to the counter-cultural and anti-establishment consumer base.
- Pastel Color Palettes
- Incorporating pastel colors into fashion collections, creating a soft and playful aesthetic that appeals to younger consumers.
- Contrasting Graphics
- Using bold and contrasting graphics on apparel, making them the focal point and creating a statement piece.
Where This Applies
- Fashion
- Fashion brands can incorporate contemptuous themes and pastel color palettes in their streetwear collections to appeal to the younger, rebellious audience.
- Apparel Retail
- Retailers can stock apparel with bold graphics and pastel color palettes, catering to the demand for unique and edgy streetwear.
- Accessories
- Opportunity for accessory brands to create sunglasses with contrasting graphics, offering a statement piece to complete an outfit.
