Guinness has be circulating around the fashion industry for a few decades, most notably attached to designer, model and collector Daphne and accessories prodigy Lulu, but now Guinness, that world-famous, black Irish stout from Dublin, is teaming up with contemporary men’s fashion brand, Blood Brother.
The eight-piece, limited edition spring/summer range launches today at London stalwart Harrods, and mirroring the golden hue of the Harrods mark, the Guinness harp – its long-time identifier and a semiotic tip of the hat to Ireland – takes centre stage. Stamped onto gilded zipper pulls, the small harp makes an appearance on bomber jackets, trousers and hoodies and the collection’s goal is to get its wearers to reflect on life’s golden moments in a celebration of togetherness – a philosophy that both Guinness and Blood Brother hold in high regard. They’ve even named the range: Time for Reflection.
The gold ratio is kept minimal and really kicks the collection up a notch – a necessary element to lift the all-black range. Paired with luxury fabrics and its own designated pop-up space inside Harrods, this first collaboration between the centuries-old Irish brewer and the fairly-new-to-market menswear brand should be a gainful formula.
A sophisticated sportswear range, Blood Brother’s relaxed, design-led silhouette is prominently fêted in a studded leather jacket and a slick mac made modern through cut and carefully placed sleeve pockets. Supporting pieces include velvet suiting – the jacket is a classic with a twist, tapered joggers and t-shirts. The gold harp-emblazoned t-shirts venture more into merch territory than fashion, but diehard fans of the brew will undoubtedly seek it out, and then make their way to Bunch of Grapes or Tattersalls Tavern – the closest pubs to the Knightsbridge retailer.
The range will also be available on Harrods.com, the Blood Brother flagship store and online, and via Farfetch.
Words by Courtney Blackman