You too can look like a pub rug – and for the bargain price of £1,295. This sartorial elegance – perhaps a go-to for anyone heading out to celebrate St. Patrick’s Day this week – is the aesthetic lovechild of a partnership between Guinness and luxury clothing brand JW Anderson.
Launched earlier this month, the deal allows fashion lovers to get their hands on a range of Guinness apparel, exploiting the ongoing metamorphosis of “black stuff” from an unfashionable pub staple to a social media status symbol.
The 17-piece range includes everything from stretchy shorts that look like a beer towel (£440) to an £850 Irish wool jumper, which features the Irish brand’s famous harp logo, contrasted with a cloudy cream that subtly nods to a well-poured pint.
It is fronted by actor Joe Alwyn and rapper Little Simz, and “draws on vintage brewery uniforms, Irish pub interiors and archive graphics, translating them into denim workwear, twisted jeans, towel sets and knitwear.”
The most expensive item is a unisex V-neck jumper that uses textured Jacquard stitching to “recreate the feel of pub carpets”, priced at £1,295.
The partnership further cements the brand overhaul that has transformed the image of Guinness, owned by global drinks maker Diageo, from beer to lifestyle brand.
Backed by Diageo’s £2.7bn marketing war chest, Guinness has shaken off its “oldie” reputation and become a stalwart of pub culture for Generation Z, despite its cohort’s more abstemious approach when it comes to alcohol.
A rise in clientele from younger people and women saw Guinness’ market share in pubs reach a new high of 17.5% in 2025, helping it retain the top spot as the country’s best-selling beer, with more than 2 million pints drawn each day.
A rising Guinness tide seems to have lifted all boats, with fans branching out to other “nitro” stouts, so named because of the nitrogen process, pioneered by Guinness, that gives the drink its smooth mouthfeel and creamy head.
Rival nitros, such as Anspach & Hobday’s London Black and Titanic Brewery’s True Stout, have seen their sales rise to overtake their beer and lager brands.
Guinness’ Irish compatriot Murphy’s reported a more than 1,000% rise in pub sales this weekend, thanks to the UK’s unquenchable thirst for nitro stout.
But only Guinness can boast a collection of luxury fashion clothing including a £200 t-shirt that echoes vintage Guinness bottle caps.
“This collaboration with JW Anderson is truly special and we believe it will resonate deeply with our global community,” said Stephen O’Kelly, Guinness global brand director.
