Lazy Oaf has spent 25 years making clothes that refuse to look serious. Now the London label has made its first collection for children.
Oafy launched on 1 October 2026 and includes 43 pieces for babies and children up to age 12. John Lewis says prices start from £19.
What does Oafy look like?
The collection leans into colour, silly graphics and clothes designed for play. There are reversible trousers, fleece pieces, puffer jackets, cloud and happy-face prints and unusual accessories.
Is it only about the look?
The launch information puts a lot of emphasis on durability and practicality. Several pieces use easy shapes, elasticated waists or reversible designs. That matters for children who want clothes that move rather than outfits that need constant looking after.
Where can families buy it?
Oafy is available through Lazy Oaf and selected John Lewis stores and online. Individual products vary by size and stock, so check the current listing rather than assuming every piece is available in every age.
Why it stands out
Children’s fashion can become very safe and repetitive. Oafy is going in the opposite direction. The strongest idea here is self-expression: clothes that look playful and are designed to cope with actual childhood.
