From creamy pints of stout at its St James's Gate brewery to cutting-edge clothing from London's cool Shoreditch district - Guinness is going into the fashion business.
In a new style collaboration to be launched globally, the brewing giant has teamed up with British menswear brand Blood Brother, to create a menswear range for Spring Summer 2017.
The Blood Brother X Guinness collaboration is an eight-piece, limited-edition capsule collection and includes bomber jackets, T-shirts, sweaters and trousers.
Inspired by the idea of short passages of time used to reflect on golden moments, the collection has a sporty energy and features luxury fabrics including a formal fitted velvet jacket and zips with gold detailing.
Prices start at €90 for two T-shirts including the 'Lemur', a the studded 'Raised' leather jacket which, at €1,750, is the most expensive piece in the collection and the 'String' jogger (€470).
The menswear range will be available exclusively from tomorrow at a bespoke pop-up space within Harrods in Knightsbridge, London and online from blood-brother.co.uk. The debut range will not be available to buy in any Irish stores but it will be available later in the month from Harrods.com and from the luxury online retailer Farfetch.com.
Famous for their approach to creating menswear, the Blood Brother design team has re-imagined the iconic Guinness Harp together with its catalogue of advertising to create what is described as a "nostalgic mind map" throughout the collection.
The founders of the clothing brand, Nicholas Biela and James Waller, honed their skills working for designers like Jean Pierre Braganza, Diesel, CSM Design Lab and J. Lindeberg. They came together under Blood Brother to create a new breed of men's sartorial sportswear apparel.
"Guinness has long since played an important role in bringing people together and when these people include some of today's most inventive thinkers, dreamers and doers, we know great things happen," said Gavin Krenski, Global Content and Innovation Director at Diageo. "The partnership, which sees our worlds unite to produce a menswear clothing collection made of more, is an exciting first for both of us."
Two years ago, Guinness launched a collaborative range of jewellery and homewares designed by Newbridge Silverware. It was the success of this brand collaboration which led to the Blood Brother fashion collection.
Guinness has multiple licensees globally who produce branded merchandise and general lifestyle goods from clothing, to gifts and food.
Sunday Indo Business