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A label that became an instant cult classic after its launch in 2001, the London based label Lazy Oaf takes a nonchalant and entirely irreverent approach to fashion with its bold, quirky and eclectic collections. Emblazoning its designs with the graphic images and unique illustrations that have become a brand signature, Lazy Oaf is the label to look to for making a serious statement. Case in point: its beachwear. The line moving from string bikinis with shark faces to bikinis in the form of water melons and frilled, slogan one pieces, consider these pieces your new beachwear essentials.

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