We’re back with a brand-new episode of MAKING IT: Creative Careers Unlocked.
This time, host Sadie Clayton sits down with Gemma Shiel, founder of the iconic London brand Lazy Oaf, for an honest conversation about what it really takes to build an authentic brand in today’s fast-moving fashion world.
In the episode, Gemma looks back on how a few hand-printed tees sold from an East London market stall grew into the global brand it is today – and why finding your own voice is key when it comes to standing out. With insights on sustainability, community, collaboration, and trusting your creative gut, it’s a must-listen for anyone carving out a place in fashion.
Gemma and Sadie also get real about the future of design in the age of AI – how it’s reshaping what it means to be creative, and how to use new tools without losing your own voice. If you’re figuring out how to make your mark as a designer, this chat’s packed with ideas you’ll want to take notes on.
Watch the full conversation with Gemma Shiel here, and subscribe to explore more creative career journeys, industry insights, and advice designed to help you make it.
About Lazy Oaf
Founded by Gemma Shiel in 2001, Lazy Oaf began life in a North London garage with hand-printed T-shirts sold at East London markets. Today, it’s a design-led lifestyle brand known for offbeat humour, bold graphics, and unapologetic individuality.
Lazy Oaf puts creativity, collaboration, and community first. Inspired by youth subcultures, streetwear, and nostalgia, the brand has stayed true to its DIY roots, refusing to follow trends and creating what feels right for them and their people.
Sustainability is central to the Lazy Oaf ethos. Producing limited runs and crafting each piece carefully, they stand firmly against fast fashion. With ethical production, long-term factory relationships, and a focus on quality over quantity, Lazy Oaf proves that fashion can be fun, responsible, and deeply personal all at once.
LCCA Life
Here at the London College of Contemporary Arts (LCCA), we know every creative journey looks different. That’s why we launched the bold new video series MAKING IT: Creative Careers Unlocked. Hosted by our Head of Industry Engagement and Partnerships, Sadie Clayton, the series spotlights real stories, skills, and diverse career paths driving today’s creative industries.
Our degree courses are built around industry. That means access to live briefs, networking, work placements, and portfolio development through our network of creative partners. At LCCA, we’re committed to giving you visibility, professional experience, and connections that help you take your place in the creative industries.
Key features of LCCA:
- All courses are awarded by our academic partner, the University for the Creative Arts (UCA), one of the UK’s leading specialist arts institutions.
- A central London location puts you in the heart of a city that never stops creating. From catwalks to start-ups, street style to skyline galleries, it’s the ultimate launchpad for shaping the creative career you want.
