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At Oaf HQ we are no strangers to failure, disasters and mistakes. We have built ourselves on them! I mean we aren’t like BFF’s with them but have to owe quite a few of our successes to stuff that came out of something you thought was the worst thing to happen. Quite often creativity and the most exciting ideas come from the things that went wrong or refuse to work the way you want the too. Celebrating the things that go wrong turned itself into it’s own collection, celebrating the mishaps and minor disasters we are all so familiar with. As a range we all loved working on this so much, as it meant we got to give prints and ideas their own sideways glance and an oaf take on some familiar and not so accidents and mistakes. The design team travel (when we could) all over the place and a favourite hobby is spotting the dodgy spelling errors on fake branded goods, the intention being perhaps no one would notice, but we love a spelling mistake and wanted to take this sardonic approach to our own branding hence the Lazy Aof sign offs on some of the pieces in this collection. We played with mismatched hems, wearing things backwards and worked with both Laura Callaghan and Steve Gavan on prints for the collection that depicted impending ‘oops’ moments. The highlights being Laura’s accident vignette jumpsuit and Steve’s OOPS flight safety card bowling shirt.
