You can also seem like a pub carpet – and for the discount worth of £1,295. Such sartorial class – maybe an possibility for anybody stepping out to rejoice St Patrick’s Day this week – is the aesthetic love-child of a partnership between Guinness and the luxurious clothes model JW Anderson.
The tie-up, launched earlier this month, permits fashionistas to get their arms on a spread of Guinness put on that exploits the persevering with metamorphosis of the “black stuff” from retro pub staple to social media standing image.
The 17-piece vary features all the pieces from elasticated shorts that seem like a beer towel (£440) to an £850 Irish wool jumper, that includes the Guinness harp brand set in opposition to a cloudy cream that nods subtly to the top on a well-poured pint.
The vary is fronted by the actor Joe Alwyn and the rapper Little Simz, and “pulls from vintage brewery uniforms, Irish pub interiors and archival graphics, translating them into denim workwear, twisted jeans, towelling sets and knitwear”.
The costliest merchandise is a unisex V-neck jumper that makes use of textured Jacquard stitches to “recreate the feel of pub carpets”, a snip at £1,295.
The partnership additional cements the branding overhaul that has reworked the picture of Guinness, owned by the worldwide drinks maker Diageo, from beer to way of life model.
Backed by Diageo’s £2.7bn advertising and marketing struggle chest, Guinness has shaken off its “old man” fame, changing into a stalwart of pub culture for gen Z, regardless of the cohort’s extra abstemious method on the subject of alcohol.
Increased customized from youthful individuals and ladies despatched Guinness’s market share in pubs to a brand new excessive of 17.5% in 2025, serving to it retain prime spot because the UK’s top-selling beer, with greater than 2m pints pulled day-after-day.
A rising tide of Guinness seems to have lifted all boats, with followers branching out into different “nitro” stouts – so known as due to the nitrogenation course of, pioneered by Guinness, that provides the drink its easy mouthfeel and creamy head.
Sales of rival nitros, comparable to Anspach & Hobday’s London Black and Titanic Brewery’s True Stout have soared to overhaul the lager and ale manufacturers.
Guinness’s Irish compatriot, Murphy’s, this weekend reported a greater than 1,000% year-on-year enhance in gross sales quantity in pubs, due to the UK’s unassuageable thirst for nitro stout.
But solely Guinness can boast a set of luxurious fashionwear that features a £200 T-shirt echoing the model’s classic bottle tops.
Stephen O’Kelly, the worldwide model director for Guinness, mentioned: “This collaboration with JW Anderson is truly special, and we believe it will deeply resonate with our global community.”
