Lady Sovereign at Margin

Worn by rapper Lady Sovereign whilst entering the Big Brother show, streetwear brand Lazy Oaf instantly received its 15 minutes of fame. The acclaimed musician signed to Jay Z's Def Jam records, and wore besides a Lazy Oaf t-shirt, a pyramid necklace, and two other Lazy Oaf garments in the house monitored by cameras 24-hours a day. Lady Sovereign is no official spokesperson for the brand, but purchased the Lazy Oaf goods herself. Comments on the social media pages were rather supportive of Lady Sovereign’s decision to swap her Adidas tracksuits for the directional streetwear brand.

Lazy Oaf debuted at Margin in 2003 and has grown over the years into a global brand. The streetwear label has a flagship store in Soho and has over 150 stockists worldwide including key stockists such as Parisian boutique Colette and Selfridges. Lazy Oaf will be exhibiting their current range for immediate delivery and new designs for pre-orders at the February 2010 edition of the Margin London. It will be the 18th edition of the independent UK trade event, taking place on 14-15th February 2010 at The Music Rooms in London.