Jeans by Lazy Oaf, Designed in collaboration with Lazy Oaf and Betty Boop, Talk about a dream team, Concealed fly, Functional pockets, Betty Boop heart print, Spread a little love, Regular fit - true to size. Founded by Gemma Shiel in 2001 in a garage, Lazy Oaf are a British streetwear label who focus on driving irreverence into everything they do. From their London studio, the brand creates pieces that play on their dark, and often warped, sense of humor, which is inspired by misspent youth, teenage rebellion and apathy towards conforming to the norm.