Guinness and Lazy Oaf collaborate to launch streetwear collection
Diageo-owned beer brand Guinness has collaborated with London-based lifestyle brand Lazy Oaf to release a limited-edition streetwear collection this month.
The 25 piece streetwear range, named What’s the Rush?, has been launched to mark the upcoming opening of the Guinness Open Gate Brewery in London and includes unisex jackets, knitwear, T-shirts and accessories.
All in the details
In terms of the collection’s aesthetic, the garments marry both the latest trends in streetwear with design cues from historical brewery workwear, including “drayman” details, alongside Lazy Oaf’s illustration style. Pieces will retail from £9-£145.
Speaking about the collection, Lazy Oaf founder Gemma Shiel said: “When we set out on collaboration projects, I always look for a genuine connection before saying yes. I’ve always felt a sense of connection with Guinness, particularly as my Irish father owned and operated a pub in Soho where I grew up, making this collaboration instantly feel authentic and make sense.”
Shiel explained: “We had the chance to dig through the extensive Guinness archives and were given free rein to creatively explore my own interpretation of the brand. I love that Guinness is enjoyed by so many different people — it’s a drink to be savoured, one that asks you to slow down, much like an oaf. It’s all about appreciating the downtime when you have it. The final range pays tribute to workwear heritage, the iconic pint, and our distinctive graphic style.”
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Blending ‘playfulness’ with ‘iconography’
Ian Dallow, head of retail at Guinness Open Gate Brewery London, added: “Guinness Open Gate Brewery London is about more than just our pint, it’s a reflection of the capital’s role as a world renowned cultural hub. This means offering our visitors an experience that best represents what London has to offer – from great pints, to great style. Lazy Oaf is the perfect partner to launch our Neal Street retail store, Guinness Good Things, as natives to the city and innovators who have blended their unique playfulness with our famous iconography. We’ve got more plans and collaborations in the pipeline too, so watch this space for more exciting announcements.”
The Guinness x Lazy Oaf ‘What’s the Rush’ collection will be available from 4 December via the Lazy Oaf webshop and the Lazy Oaf store on Ganton Street, London.
Additional items in the collection – Guinness X Lazy Oaf Drayman’s Jacket, Guinness X Lazy Oaf Ingredients Drayman’s Cap, Guinness X Lazy Oaf Workman Dungarees and Guinness X Lazy Oaf Emotions Pint Gloves – will also be sold at the Guinness Open Gate Brewery London, via its Guinness Good Things store on Neal Street from 11 December.
The Guinness Open Gate Brewery will officially open its doors on 11 December in London’s Covent Garden. db recently looked at what visitors can expect from the venue. Read more here.
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