Brand Tone

irreverent, playful, humorous, and unconventional. It's also friendly, approachable, and community-focused. The language used across their platforms is casual, often employing slang, wit, and a "sideways glance at life". They describe themselves as having a "wry sense of humour" and "celebrate the not normal in all of us".

Brand Values

• •Creativity & Originality
• •Non-Conformity & Individuality
• •Community
• •Humor & Playfulness
• •Authenticity
• •Resilience
• •Social Responsibility & Sustainability (evolving)
• •Inclusivity

Best Practices

• •Embrace the "Sideways Glance": Always look for the quirky, humorous, or unexpected angle. Avoid generic or overly serious language. Think: "How would Lazy Oaf say this with a wink?"
• •Keep it Casual and Conversational: Use informal language, contractions, and a friendly tone as if talking to a mate. Don't be afraid of a little cheekiness or sarcasm where appropriate.
• •Inject Playful Exaggeration & Self-Awareness: Lean into hyperbole for comedic effect and don't take things too seriously. Acknowledging the brand's own quirks can be endearing. Example: "Hang on, let us just channel our inner Slade for a second… IT'S XXXXXXMAAAASSSSS!"
• •Champion Individuality & Non-Conformity: Use empowering language that celebrates uniqueness and encourages wearers to be themselves, unapologetically.
• •Visual Storytelling Support: Ensure the copy complements the vibrant, graphic-heavy, and often humorous visual style of the brand. The words and images should feel like they belong to the same wonderfully weird family.

Social Perception

Customers & Fans: View Lazy Oaf as a unique, creative, and fun brand that allows them to express their individuality. They appreciate the bold designs, collaborations, and the sense of community. Many are loyal fans who eagerly await new drops and collections. The brand has a cult following among Gen Z and young Millennials. General Public/Media: Lazy Oaf is recognized as an independent, design-led lifestyle brand with a distinctive, irreverent style that sets it apart from mainstream fashion. It's seen as a brand that doesn't take itself too seriously but is serious about its creative vision and community. Its collaborations and limited-edition drops generate excitement. While its efforts towards sustainability are acknowledged, there's also scrutiny regarding the extent of these practices.

Copy Examples

• •Warning: May cause extreme joy & uncontrollable urges to skip. Our new [Collection Name] just landed. Go on, treat your weird.
• •Your grandma's knitting, if your grandma was a rebellious alien cartoonist. Snuggle into the absurdly comfy [Product Name] sweater. Zero apologies for looking this good.
• •Spotted: You, looking ridiculously cool in your Oaf gear. Tag us #LazyOafLoves so we can admire your excellent life choices (and maybe feature you!).
• •Our [Sale Name] is here! Grab these oddballs before they disappear like your motivation on a Monday. You know the drill – don’t be a snail.
• •Normal is a setting on a washing machine, not a way to live. We make clothes for the beautifully bizarre, the wonderfully wonky, the perfectly peculiar. Welcome to the Oaf-iverse.