You can now wear a design reminiscent of a pub carpet for £1,295. The look, which may appeal to those attending St Patrick’s Day events this week, results from a collaboration between Guinness and fashion label JW Anderson.
The partnership, announced earlier this month, offers a collection of Guinness‑branded clothing that reflects the shift of the stout from a traditional pub drink to a recognizable cultural reference.
The 17‑item line includes elasticated shorts resembling a beer towel (£440) and an £850 Irish wool jumper bearing the Guinness harp against a cream background that hints at the head of a poured pint.
The collection is presented by actor Joe Alwyn and rapper Little Simz, and draws on historic brewery uniforms, Irish pub décor and archival graphics, reinterpreting them as denim workwear, twisted jeans, towelling sets and knitwear.
The most costly piece is a unisex V‑neck jumper made with textured Jacquard stitches intended to mimic the feel of pub carpets, priced at £1,295.
The collaboration adds to the recent repositioning of Guinness, owned by Diageo, which has moved from a purely beer focus toward a broader lifestyle orientation.
Supported by Diageo’s £2.7 billion budget, Guinness has moved beyond its traditional image, gaining popularity among younger drinkers despite a generally more moderate consumption pattern.
Higher uptake among younger adults and women lifted Guinness’s share of pub sales to 17.5 % in 2025, keeping it the best‑selling beer in the UK with over two million pints served daily.
The brand’s renewed visibility appears to have benefited related products, as consumers explore other nitrogen‑infused stouts—a process first used by Guinness that creates a smooth texture and creamy head.
Sales of competing nitro stouts such as Anspach & Hobday’s London Black and Titanic Brewery’s True Stout have risen, overtaking some lager and ale brands.
Murphy’s, another Irish stout, reported a year‑on‑year increase of more than 1,000 % in pub sales this weekend, reflecting strong demand for nitro‑styled beers.
Guinness also offers a range of apparel, including a £200 T‑shirt that references the brand’s historic bottle caps.
Stephen O’Kelly, global brand director for Guinness, said: “This collaboration with JW Anderson is truly special, and we believe it will deeply resonate with our global community.”
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