London-based fashion brand Lazy Oaf has collaborated with viral cartoon series Don’t Hug Me I’m Scared created by filmmaker duo Becky Sloan and Joe Pelling. The first collaboration between the two brands, the Spring 2016 collection features pieces for both men and women.
Don’t Hug Me I’m Scared is a series of children’s television-style shorts juxtaposing puppetry and darker, more adult themes. It originally launched through artist Becky Sloan’s website and is now available on YouTube.
Becky & Joe invite the wearer to embrace its characters in oversized T-shirts boasting their signature themes of horror-comedy and deadpan catchphrases, combined with Lazy Oaf’s playful style.
The collection, shot by photographer Luke Stephenson, plays heavily on the themes of childhood and imagination and launches online and in store 22 January 2016.