Stout clobber? Guinness tie-up features 1,295 pub carpet jumper'

"The 17-piece range features everything from elasticated shorts that look like a beer towel (440) to an 850 Irish wool jumper, featuring the Irish brand's famous harp logo, set against a cloudy cream that nods subtly to the head on a well-poured pint."

"The partnership further cements the branding 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 old man reputation, becoming a stalwart of pub culture for Gen Z."

"Increased custom from younger people and women sent Guinness's market share in pubs to a new high of 17.5% in 2025, helping it retain top spot as the nation's top-selling beer, with more than 2m pints pulled every day."

Guinness and luxury fashion brand JW Anderson launched a collaborative 17-piece clothing collection featuring items ranging from £440 towelling shorts to a £1,295 jumper with pub carpet-textured Jacquard stitches. The collection draws inspiration from vintage brewery uniforms, Irish pub interiors, and archival graphics, translated into denim workwear, twisted jeans, towelling sets, and knitwear. Fronted by actor Joe Alwyn and rapper Little Simz, the partnership represents Guinness's broader transformation from an unfashionable pub staple into a lifestyle brand. Backed by Diageo's £2.7 billion marketing budget, Guinness has successfully repositioned itself as a Gen Z cultural icon, achieving a record 17.5% market share in pubs and maintaining its position as the nation's top-selling beer with over 2 million pints sold daily.

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