Introducing Lazy Oaf, but for kids: Oafy, launching exclusively with John Lewis

• A 43-piece collection will be landing exclusively at John Lewis and Lazy Oaf this winter
• The collection marks the brands first step into childrenswear.
• Built for everyday adventures, the collection brings together Lazy Oafs creative legacy and signature designs, with a thoughtful approach to durable, practical kidswear.

After 25 years of making clothes for adults who do things their own way, cult London label Lazy Oaf is introducing its first-ever kidswear collection: Oafy.

Launching on 1 October 2026 the 43-piece collection will be available at LazyOaf.com, and exclusively in selected John Lewis stores and online at johnlewis.com. Prices start from £19, with styles in sizes 0-12 years.

Oafy is a collection designed around childhood itself - encouraging kids to follow their curiosity, take play seriously and let their imagination lead the way.

Built for everyday adventures, the collection brings together Lazy Oafs creative legacy and signature designs, with a thoughtful approach to durable, practical kidswear. It spans reversible pieces, easy shapes and iconic Lazy Oaf prints such as blue sky and clouds or happy faces.

Printed fleece pram suits and puffer jackets pair with reversible trousers that mix clashing stripes and patchwork checks for double the looks.

A borg fleece gilet features playful googly-eye pockets before revealing the brand's "Shut Your Mouth" character graphic across the back.

Perfect for play, the collection was designed without the constraints of neatness, and with plenty of room for silliness - or a quick change when things get messy.

Gemma Shiel, Founder and Creative Director of Lazy Oaf, said: "After 25 years of building Lazy Oaf, our community has grown up with us and many are now raising kids of their own. I wanted to make kids clothes that champion creativity, self-expression and individuality from the very start, because childhood should be full of colour, curiosity and a bit of good chaos.

Oafy is about making pieces that work hard, get handed down and encourage kids to be themselves. If it helps raise a generation that feels confident enough to be a bit different, then that's a pretty lovely thing."

Playful without being precious and designed to keep up with childhood in all its joyful unpredictability, Oafy has created a collection to nurture kids to grow into the curious and silly individuals they're meant to be.

My John Lewis members will have first access to buy the collection from the 28th September, before Oafy Launches on 1st October at LazyOaf.com as well as at selected John Lewis stores and online at johnlewis.com.

Notes to Editors

Download campaign images here.

Download cut out images here. 

For more information please contact Lianne Martin: [email protected]

About Lazy Oaf

Founded in London by Gemma Shiel, Lazy Oaf has spent 25 years building a global community around unconventional design and a refusal to take fashion too seriously. As the brand celebrates its 25th anniversary in 2026, the collaboration reflects on the cultural influences that have inspired both Gem and the brand's creative journey.

About John Lewis

John Lewis brings together fashion, home, beauty and technology across 36 shops, johnlewis.com and its app, combining quality products with the service and expertise of its Partners.

Alongside shopping, it offers hospitality and a range of customer services, from personal styling and nursery advice to home design. Founded in 1864, it holds the Royal Warrant of Appointment as supplier of Household Goods and Furnishings to His Majesty King Charles III.

Its Never Knowingly Undersold promise gives customers confidence on both quality and price, and it was named Which? Retailer of the Year in 2025 and 2026.