Guinness has announced a limited-edition streetwear collection with the London based, design-led lifestyle brand Lazy Oaf to mark the upcoming opening of its new home in London – Guinness Open Gate Brewery London.
The twenty-five part range features unisex jackets, knitwear, T-shirts and accessories, marrying the latest trends in streetwear with design cues from historical brewery workwear, including iconic ‘drayman’ details, alongside Lazy Oaf’s much-loved illustration style in a host of premium quality fabrics. Pieces retail from £9-£145.
Each item has been meticulously crafted with bespoke design details inspired by the iconic Guinness brand – from pint shaped pockets, cameos of Guinness ingredients and Guinness button holes, to bespoke graphics. Developed by Lazy Oaf Founder Gemma Shiel, this artwork draws inspiration from the anticipation of waiting for a good pint to settle, combined with extra elements of whimsy synonymous with Guinness’ early advertising campaigns.
The collection will be available from the 4th December via Lazyoaf.com, with additional items dropping exclusively at Guinness Open Gate Brewery London’s Neal Street store – Guinness Good Things – on December 11th.
The streetwear range is the first of many to be available from the new home of Guinness in London, whose Guinness Good Things store will be the home to an always on rotation of limited-edition collaborations. The collaboration items available exclusively from the store include a 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.
Located on the site of the historic Old Brewer’s Yard in Covent Garden and set across multiple buildings, Guinness Open Gate Brewery London will offer visitors the chance to experience the magic of Guinness in the capital. Visitors can enjoy a guided tour experience, as well as two retail stores, high-end and casual food offerings and a central courtyard bar serving brews exclusive to London.
Fans of the brand will be invited to have an inside look into London’s newest state-of-the-art micro-brewing facility led by Master Brewer, Hollie Stephenson, and a variety of culinary experiences across its dining spaces, curated by Executive Chef Pip Lacey (formerly of Hicce and the Michelin-starred Murano). Visitors can also enjoy the atmosphere of the courtyard bar at the heart of the site – Old Brewer’s Yard – serving Chef Calum Franklin’s handmade pies alongside the exclusive craft beers brewed on site, no booking required.
Gemma Shiel, founder of Lazy Oaf, 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. 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. I’m immensely proud of it and hope you all enjoy it.”
Ian Dallow, head of retail at Guinness Open Gate Brewery London, said: “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 is available from 4th December via www.lazyoaf.com and at 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 exclusively at Guinness Open Gate Brewery London, via its Guinness Good Things store on Neal Street from Thursday 11th December.
