Lazy 7 offers fresh fashion for young people. If you are into urban streetwear, looking for clothes that fit your lifestyle and reflect your own distinctive style then you just found the place to shop.

Driven by the wish to introduce you to unique and cool clothes, we select our merchandise with great passion and care. We are constantly looking for new labels with an individual and unmistakable character. Some of our designers just hit the fashion scene, but they all got that certain something.

At lazy7.com you can find alternative labels and designers from around the world, which do not follow mainstream rules, but allow you to express and cultivate your own personal style.

Be who you are and have fun with it!

For questions and suggestions please contact us at info@lazy7.com. We want to read from you!

The “mass society” we inhabit today makes us long for individuality and distinctiveness more than ever before. Contrast shows how individuality, emotions and characters can be looked at from different perspectives and angles. The uniqueness and individuality of the designs as much as the name Contrast in itself, imply being not only different but also original and genuine.

The mannequin fulfils a clear purpose; it may stand in a shop window or be used as a dress form, etc. it has no identity of its own, but receives its identity from its purpose. A human body with no head, no face, no smile- it
only exists to imitate a “real” human. Our mannequin is placed all over different cities, in public places where people pass by, thus imitating a person and obtaining an identity by its clothes as well as its surrounding.

Contrast was established during the winter of 2003/04 by a group of young international artists in London, who share a desire for individuality and the wish for the affordable dispersion of their work. The themes of the designs are always centred on people, their environment, symbols and emotions, as well as a mixture of individual characters. Contrasts distinctive style combined with the designers wish to represent a visual, colourful, and lively contrast, create the brands unique and unmistakable character.

Quality:
The print is a silk screen print (mostly using plastisol colour) guaranteeing 100 washes on the sustainability and adding a nice and soft feel to the shirt. For some more colourful prints a heatpress of the highest available quality is being used, also guaranteeing wash-sustainability. One coloured prints are also often carefully embroidered or flock-prints.

We use double stitching in the shirt colour to guarantee the best optic while keeping to our quality promise.

All items are prewashed and should therefore not shrink. In rare cases 2-3cm shrinkage after initial wash with maximum 40 degrees Celsius, can occur. Although all shirts can be put in the dryer we advise to dry differently to keep colour and shape of your shirt for as long as possible in its best condition. Always iron inside-out or using a baking paper on the print

All our shirts are of highest quality available. We do not in any way support child labour and everyone involved in the production of the garments received a `fair` wage.

The “mass society” we inhabit today makes us long for individuality and distinctiveness more than ever before. Contrast shows how individuality, emotions and characters can be looked at from different perspectives and angles. The uniqueness and individuality of the designs as much as the name Contrast in itself, imply being not only different but also original and genuine.

The mannequin fulfils a clear purpose; it may stand in a shop window or be used as a dress form, etc. it has no identity of its own, but receives its identity from its purpose. A human body with no head, no face, no smile- it
only exists to imitate a “real” human. Our mannequin is placed all over different cities, in public places where people pass by, thus imitating a person and obtaining an identity by its clothes as well as its surrounding.

Contrast was established during the winter of 2003/04 by a group of young international artists in London, who share a desire for individuality and the wish for the affordable dispersion of their work. The themes of the designs are always centred on people, their environment, symbols and emotions, as well as a mixture of individual characters. Contrasts distinctive style combined with the designers wish to represent a visual, colourful, and lively contrast, create the brands unique and unmistakable character.

Quality:
The print is a silk screen print (mostly using plastisol colour) guaranteeing 100 washes on the sustainability and adding a nice and soft feel to the shirt. For some more colourful prints a heatpress of the highest available quality is being used, also guaranteeing wash-sustainability. One coloured prints are also often carefully embroidered or flock-prints.

We use double stitching in the shirt colour to guarantee the best optic while keeping to our quality promise.

All items are prewashed and should therefore not shrink. In rare cases 2-3cm shrinkage after initial wash with maximum 40 degrees Celsius, can occur. Although all shirts can be put in the dryer we advise to dry differently to keep colour and shape of your shirt for as long as possible in its best condition. Always iron inside-out or using a baking paper on the print

All our shirts are of highest quality available. We do not in any way support child labour and everyone involved in the production of the garments received a `fair` wage.

AS|ONE Clothing was created to support the positive influences that the action sports, art, and music have on today’s culture. Separately, each of these “sub-cultures” represent their own unique place in our community, but the underlying passion remains the same.

Together, we are able to build a driving force capable of shaping a positive direction for generations to come. Your life and your world are what you make them. Take advantage of each day and get out there and do what drives you, whether it be to paddle out when there is no sign of surf, to skate the only dry spot you can find, to scribble when the only thing you have to scribble on is a napkin, and to make music when your only means is to drum the bottom of a tin can.

The owner envisioned doing something that would have a positive effect both on himself and anyone who came in contact with it. Using his passion for artistic expression he hoped to create a brand that would become a unique identifier among a group of people committed to giving back to the community, dedicated to creating a positive influence, and passionate about life and what they do. He would do so by creating clothing that would appeal to the generations responsible for shaping the future, then take a portion of the profits and return it to the community through channels such as sponsorship and charitable contributions.

The mission of AS|ONE is to inspire you to experience and question life and the world we live in through a collection of artistic images and fresh concepts. AS|ONE is constantly experimenting with new styles, fabrics, colors, and ideas to keep it fresh and different.

Today we have a little chat with Fats Shariff, one of the few people who have been in the streetwear scene pretty much since day one and who knows whats up. So sit back and listen.

Hey Fats, cool that you have the time to talk. Please introduce yourself.

Hi thanks for asking, so it’s me here Fats Shariff mild mannered Photographer, Watcher & Advisor sometimes known as Fatsarazzi.

How would you describe your current style and how did it evolve over the years?

My Current Style…careful, I changed twice yesterday…ok, so my style has always been A Mafia B-Boy who occasionally dons Ralph Lauren. You know Panama Hat, Shirt & Tie, Perhaps an RL Cardigan, 10 year old fucked up jeans & Nice Pair Kicks or maybe some Two Tone shoes…no wait, Patent Deck Shoes…but you get the vibe.

You saw the whole streetwear movement developing and you have been part of it. If you would have to slice the development up into 5 year eras since you got into it and comment on each what would you say?

Firstly I would like to try and remember it all. But good question none the less.

ok so here goes & forgive me for not doing them all as 5 year Eras:

1984-1990 (18yrs-24yrs)
DEVELOPMENT & FRUITION
There were as there is now a menagerie of Styles & Sub Cultures that you could or could not identify with. But Streetwear then was know for a minute as Skatewear, as it was small in comparison to today. The seeds had been set there on the West Coast, & I say West Coast as that is where I first saw the beginnings of Streetwear. The ball was rolling & gaining mass as the years passed. By the Mid Eighties, the original Skate labels had opened a door to a consumer, & their demand lead to the emergence, birth if you like of STREETWEAR Labels whose roots were definitely in Skateboarding & it’s Anti-Establishment Energy…for example & The Real 1st Streetwear Label STUSSY. STUSSY changed the game entirely. Then the ever growing world of Hip Hop & the emergence of that whole B-Boy style changed the Dynamic again that brought another Symbiosis in The Evolution of Streetwear.

1991-1995 (25yrs-29yrs)
LAND OF THE RISING SUN
Labels came & a few went, things were getting a little more established & there was a lot of financial rewards out there & as I have said once before the increase in finance meant development could look & move further. Again STUSSY was the 1st to Utilise a Bond with Japan. See what was happening, see how the Japanese market had sat, watched, learned & created. & what they created took Streetwear another leap forward. They had taken all that was happening and made it better, cooler…more desirable. They brought Toys & Gadgets into the frame…they also made you see that to work with other labels on specific projects was productive & enhancing to all parties. They had the recipe to make a consumer take their fill & want more. An extremely exciting period. This was the time when all the Big Guns made a name for themselves, & the kudos & growth that Japan gave them took them to the next level.

1996-2000 (30yrs-34yrs)
THE BUSINESS OF STREETWEAR
The formula had been written and many started labels. Streetwear was a business and all over the globe, the emulation of Streetwear under many NAMES began. No where more than Europe, who felt that it was their time to make their own labels. Sadly many of them were out & out copies of existing Labels & Looks , but in there were a few that did stand out & gain respect. Then like now, there was money in there Streetwear Hills & people ran to get the Money, forget design lets get that profit. Like I said there were a lot of copy cats just wanting to get some of that Cash. But the good that came out of it is that Streetwear was labelled a Culture & as in most Cultures, there soon emerges Sub-Cultures & in these 5 years saw the beginning of the Sub-Cultures, Divisions & Levels of Streetwear.

2001-to present Day(35yrs-41yrs)
LOOK LIKE A BLOG, BUT IN YOUR OWN WAY
& I mean that in the nicest way. The internet & namely Blogs/E-Zines whatever you want to call them, are like Drugs & Today’s Consumer is the Junkie. But in this case there is no real right or wrong. You can indulge yourself in Streetwear beyond belief today. Because of the exploitation of the term ‘Limited Edition’ people now have the opportunity to make there very own items. e.g. NIKE ID. So now if the HyperStrike is no good, or the Tier 0 is not enough for you, you can make your own. That sense of individuality is enhanced your ego jumps, ‘Check ME out & my bad self..’ I have to stand up & say I am guilty of this as are many others, that is not a flaw in us, it is just the state of the Game…the need to be One Up on the Dude next to you. So there are many people looking like a blog, when you should look at all this like Philosophy. Consume the Information, Gain the Knowledge & find your own way. I am happy to say that there are still a lot of people doing that rather than Looking Exactly like the Pages of Slamxhype, Hypebeast or High Snobiety, to name a few.

In the 90s every kid wanted to be DJ, now it seems everyone want to run a clothing company. What would the streetwear scene need right now to become as fresh as it used to be?

I agree 100%, it is the NIKE ID Studio x 10…not happy to just do it for yourself, you want to give the world your BETTER version of the Genre. For this to change something new has got to come along. Streetwear is just that Streetwear & it will stay this way like Haute Couture, it is a staple of the industry now. No for this to change the same Evolution needs to occur, personally in Menswear, the mixture of Smart & Casual is the way forward, but then that could be my age talking.

You are quiet present online and have various sites and blogs such as fatsarazzi.co.uk, your blogs on hypebeast and slamxhype… What’s your take on online media and how it changes the way people live?

On Line media will continue to gain momentum & Importance. It will in my opinion completely take over from Print. Most of the people into all this has not got the Money & Patience to by up & read magazines & the like. They want their info now & at the touch of a button. Read, Like Click & Buy without leaving your desk. What I do not like is all the hating that goes on in these Blogs, mine included. People rarely leave a positive comment, there is always some Fire in there. It is a form of Narcissism on the part of the blogger & the hater. Nothing to feel bad about just the way it is. I am big fan of the web & the freedom…like I always say it is the last Bastion of Freedom & Anarchy in an all too conditioned world. But like all things you have to take the Bad along with the Good.

You also run the “trend forecasting” company WW&N. Please give us a better description for your company and tell us what your mission is.

Hmm…more than forecasting it is Trend Inspiration. We aim to inspire our clients to be Different with Confidence. Fashion is all to similar on all levels & that is due to all the reference points & research. In Forecasting everyone of importance subscribes to WGSN & all look at what they have to offer season to season, so naturally the streets & shops look similar. Yes it always was like this before, but there was still a little individuality & expression that made it different. The Web has made it a lot easier & you can get more info now than ever…so in some sense people are lazier or time is of the essence & they have no time to go & do research in there own…now they do it from their desk. We at What,When & Now, analyse the same source info as everyone else, but try to give an alternative to what may be the ‘Big Gun Trends’ of the season, we try to look for more within emerging trends & offer a complete view from Style, Graphic & Colour. Our site updates every week with a minimum of 7 items whether it be Emerging Trends or Concepts that we Intuitively feel, or Colours, Fabrics & Styling. We have an excellent team, that knows London & its Sub Cultures. One of the things that we do is give Labels/Designers/Store Groups Quarterly Tailor Made Inspiration, 4 Trends/Themes each Quarter, right from the Them to the Fabrics & Potential Embellishments. How does that sound…want to sign up ha ha hah.

You are also big time into photography. What interests you about photography and can you describe your style?

Oh yes…I like to document the world we live in, as well as Working on Artistic Projects & Portraits, but I am all about the wide angel…I want to get it all in the shot, make you feel like you were there. My Style ? Hmmmm Portraits R Us, Reportage, Kaleidoscapes, Art. Does that cover it…but I am really into working with artists, My Pictures their Art, at the moment I am working on a Portrait Project with British Artist SheOne…my pictures & he is painting on them…we hope to tour this show next year…so watch this space. I do like these Colabs & am looking to do a lot more.

What’s your equipment? Do you have a one set of cams that you always carry with you and another one for serious shooting?

What is the difference between shooting & serious shooting…I am always serious when shooting ha ha hah. So my equipment, & really Terry Richardson uses a Yashica T4 & T5 for Work & Pleasure…all equipment can & should be used for serious shooting…each camera brings a different finish to your work.
I always have the following cameras with me:-

Canon G7 (Digital)
Contax T2 (35mm Rangefinder Camera fixed 35mm lens)
Yashica T5 (35mm Rangefinder Camera fixed 35mm lens)

but also use

Nikon F (35mm with 50mm lens )
Nikon D200 (& have 10.5mm Fisheye, 17-35mm Lens, 24mm Lens
Nikon D100

2 Flash Units for the Nikon
1 Flash Unit for the Canon

& yes I want more kit !!!

What is the most important lesson you learned in your life?
Be Yourself & live in the Moment.

Thanks a lot for your time Fats. Any last words?

No…damn I have said enough ha ha hah. But if I have a show in Berlin…hope to see you all there.
Be well.

Fats

Got Latin? Authentic Boricua, creators of the newest and hottest fashions for young Latinos has it and their showing it off in a big way with a brand new line of fashion tees aimed at raising cultural awareness through up-to the-minute styles.

With choices for both men and women, Authentic Boricua’s new line pulls from elements of Puerto Rican heritage and showcases them on stylish t-shirts that boast the very best in quality and design, which is a breath of fresh air for young Latinos often overlooked in the fashion world. “In the past, fashion choices for young Latin-Americans have been limited at best. We’re proud to be offering quality selections that reflect the true flare of Latin style,” said Danny Naz, Marketing Director of Authentic Boricua.

From their signature “Puerto Rican Sayings” tee to the “Pava Horse,” and even one dubbed the “Jesus T-Shirt,” every Authentic Boricua selection is designed with Puerto Rican and Latin culture in mind. Inspired with the goal of a “culture reborn”, Authentic Boricua aims to re-connect U.S. born Puerto Ricans with their rich heritage. “We want to preserve the message of a beautiful history and traditions in ways that are trendy and even fun,” said Naz.

Made of 100-percent combed ring-spun cotton, and with 3/4″ rib height, and set in collar, each Authentic Boricua tee is a soft and comfortable, high-quality garment with an authentic vintage tee look. “Our shirts will quickly become your favorite shirts,” said Naz.

Only recently made available on the company’s website, Authentic Boricua’s culturally-cool fashion t-shirts are available in both men’s and women’s styles for $24.99 each. To see the full line of hot and hip fashion tees with a cultural twist, or to learn more about Authentic Boricua, just visit our site.

Glass Boutique is an independent e-tailer aiming to make exciting new Menswear Collections from around the globe easily available to fashion-conscious shoppers in the UK.

We have currently focused on Scandinavia as there are interesting, yet very wearable ranges coming out of countries such as Sweden and Denmark. So we’ve cherry-picked a selection of labels to represent the most important aspects of menswear: cutting edge designs balanced with wearability, tradition and craftsmanship.

From brands such as Won Hundred from Denmark, offering a very smart and fashion-forward range, to Fjallraven heralding from Sweden, making functional and classic outerwear. We also have S.N.S Herning, a very traditional knitwear company that has become incredibly popular in Japan. Interestingly enough S.N.S has achieved this despite having only three employees and still making their garments on vintage 1930s knitting machines. They most recently also collaborated with Dover Street Market in London.

To support these lesser known brands we have chosen what we believe are some of the best and most interesting collections around: Edwin’s Japanese selvage denim has been the bestselling jean brand in Japan since 1981 and is still influencing all the different fits and washes you see in fashion stores today. In addition, we’ve taken on London based Pointer, showcasing a new, more sophisticated and grown up take on casual footwear. Complimented by Anderson’s Italian belts; hand finished and made in Parma by trained leather artisans.

The brands that we’ve included in the line up for Glass Boutique’s launch this Christmas, all together highlights the most important elements in Menswear today. These are collections we feel are both innovative and fun and yet wearable and accessible. And that most importantly, will also be the base for a great shopping experience.

Subscribing to T-post is a lot like having a subscription to a magazine but instead of receiving magazines in your mailbox - you receive T-shirts. As a subscriber you receive a new t-shirt every six weeks based on a current news item. The topic is interpreted by select designers and the written story printed on the inside.

T-post started back in 2004 with an idea of trying to re-wire the structures of news communication. While thinking about ways to engage people in important topics, our favorite garment, T-shirt quickly came up and seemed like an ideal media for doing so.

T-shirts inspire conversation, and when you ad a story to them, you get people thinking, forming there own opinion, getting someone else to think about the topic, and it just keep going from there. By combining a magazine subscription with a T-shirt we’re able to utilize the attention and commitment accustom to the ‘fashion world’ while communicating interesting and important news topics. It all started out as an experiment.

Today we’re sending our issues to over 50 countries.

Akomplice is an independently owned and operated clothing company founded by two brothers in Colorado. Pioneering a new type of fashion, Akomplice is spreading like wildfire. Their clothing is not just cotton and thread – it is a lifestyle. One reason people are so hype on the clothing is because a lot of the pieces hold beliefs and meanings that let the world know something about the tastemakers who wear them.

Akomplice’s mission is to bring fresh concepts and artful expressions to heads across the globe. Their designs reflect the things that inspire them: nature, philosophy, hip-hop culture, cinema, art, politics, and music. They want their ideas and images to make a positive impact, provoke thought, and communicate about issues that are affecting the world today. Making Akomplice into a profitable business that stays fresh, creative, and fun is one of their biggest goals. To them, true success is making clothing that they love, and that people love.

To learn more, visit their website to keep tabs on everything going on with Akomplice.

Founded in 1999, APB is a streetwear clothing brand with a “so cal” flavor based in San Diego, California.

APB has established a brand based on the concept of the unique and often excessive aspects of American culture. From SUV’s, to 24 hour drive-thrus, to pre-approved platinum credit cards, American’s super-sized lifestyle is extraordinary. The brand’s graphics and logos balance current trends and style, as well as portray the core concept. The nature and tone of the APB voice is clever, witty, humorous, and well styled. It encompasses commercialism, politics, pop culture, and topical issues.

The APB concept of satirizing the establishment is not a new one but its unique brand and identity are. It celebrates the American way - our freedom, our individualism, and our quirks. It acknowledges that we, as Americans, like to be our own spokespersons and proudly display our points of view and expressions.