PizzaExpress, the nation’s most iconic pizzeria brand, is marking its milestone 60th birthday this March with an exciting fusion of fashion, food and culture with the launch of the Icons Collection. A bold new clothing line co-created with AGRO Studio, the bespoke London-based design duo.
Back in 1965, after its founder, Peter Boizot, returned from Italy and struggled to find a proper authentic pizza in London, he created the first PizzaExpress in Soho – an area buzzing with vibrant creativity, an eclectic mix of people and legendary style. The Icons Collection pays tribute to this effortless flair, showcasing nine unique limited-edition items, with every piece celebrating PizzaExpress’ rich heritage, re-imagining its signature and most iconic brand elements like Dough Balls and black and white stripes into stylish, wearable pieces, for both adults and children.
The Icons Collection, created in collaboration with the studio, features a range of statement pieces to elevate your wardrobe, including:
- The Icon Tee (RRP £40) – a fresh take on the classic pizzaiolo uniform (inspired by the gondoliers of Venice), this heavyweight tee reworks the brand’s signature stripes into a deconstructed design with bold midnight blue accents. A nod to PizzaExpress’ original Wardour Street restaurant is printed on the back, making it a wearable piece of history. Also available in kids sizes, for the little one’s too (£18)!
- The Icon Polo (RRP £70) – inspired by the iconic black-and-white stripes of PizzaExpress’ restaurants, this boxy-fit rugby polo blends heritage with a modern edge. Featuring a contrast woven collar and relaxed silhouette, it is a bold statement piece for everyday wear.
- The Icon Scarf (RRP £24) – this midnight blue silk scarf is woven with subtle nods to PizzaExpress’ most-loved ingredients, from passata cans to Garlic Butter. Designed to be styled as a neckerchief, headscarf, pocket square, or even an eye-catching top, it’s the perfect versatile accessory.
- The Icon Bag (£280) – the ultimate statement accessory, designed to turn heads. Inspired by PizzaExpress’ beloved Dough Balls, this bespoke 3D-printed clutch mimics their golden-baked texture, complete with an embossed finish, delicate golden clasp, and detachable chain strap. A playful tribute to the nation’s favourite side dish.
- The Icon Charm (RRP £8) – a playful tribute to PizzaExpress’ legendary Garlic Butter dip, this collectible charm adds a fun twist to The Icon Bag or any accessory.
- The Icon Jacket (RRP £495) – a luxe, handcrafted statement piece that elevates any outfit. Designed and made in London, the limited-edition Icon Jacket features premium faux-leather sleeves, a heavy cotton poplin body, and intricate brand-inspired detailing. From embroidered references to the original PizzaExpress in Soho to bespoke patches celebrating its rich history, this jacket is more than just fashion – it’s a piece of PizzaExpress heritage.
- The Icon Socks (RRP £12) – a premium pair of heritage-inspired socks, featuring the brand’s midnight blue colourway on knitted calf-length socks, with an embossed P to the ankle and 1965 on the sole.
- The Icon Boxers (RRP £46) – tapping into the trending boxer-as-shorts style, these unisex boxers are made from heavyweight cotton with pockets for everyday wearability. Designed with signature black-and-white stripes, they put a PizzaExpress-inspired twist on a must-have Spring-Summer staple.
Available to purchase via the PizzaExpress TikTok Shop from Thursday 27th March, and in select restaurants across London, Birmingham and Manchester from Thursday 3rd April, and Brighton and Edinburgh from Friday 4th April, the collection offers fans a stylish way to celebrate six decades of PizzaExpress.
