Guinness has teamed up with London’s cult-favourite lifestyle brand Lazy Oaf for a limited-edition streetwear collection celebrating the upcoming launch of Guinness Open Gate Brewery London. The capsule marks a new era for the iconic stout brand as it prepares to open its Covent Garden home — a major cultural and culinary destination for the capital.

This exclusive collaboration blends contemporary streetwear with historic brewery workwear influences, all filtered through Lazy Oaf’s unmistakably playful aesthetic.

A 25-Piece Collection Inspired by Workwear, Whimsy and the Perfect Pint

The twenty-five-piece unisex range spans jackets, knitwear, T-shirts and accessories, priced from £9–£145. Expect premium textures, drayman-inspired silhouettes and clever nods to Guinness heritage — from pint-shaped pockets and ingredient cameos to signature Guinness buttonholes.

Lazy Oaf Founder Gemma Shiel tapped into both the anticipation of watching a pint settle and the nostalgic charm of early Guinness adverts to create bespoke illustrations throughout the collection. The result is a fusion of workwear authenticity and graphic, tongue-in-cheek design.

The full range drops 4 December at lazyoaf.com, with additional exclusive pieces available at the Guinness Good Things store inside Guinness Open Gate Brewery London from 11 December.

First Look: The Guinness Good Things Store

The new Neal Street retail space will host an ongoing rotation of limited-edition collaborations — starting with four exclusive Guinness x Lazy Oaf pieces:

• Drayman’s Jacket

• Ingredients Drayman’s Cap

• Workman Dungarees

• Emotions Pint Gloves

These pieces will be available only at Guinness Good Things, making them key collector’s items for streetwear fans and Guinness devotees alike.

Inside Guinness Open Gate Brewery London

Set across several buildings in Covent Garden’s historic Old Brewer’s Yard, the new Guinness destination promises to be one of London’s most exciting openings. Visitors can look forward to:

• A guided tour inside a state-of-the-art micro-brewery led by Master Brewer Hollie Stephenson

• A central courtyard bar pouring exclusive small-batch brews

• Dining experiences curated by Executive Chef Pip Lacey (formerly of Hicce and Michelin-starred Murano)

• Comfort classics including handmade pies by Chef Calum Franklin

• Two retail stores including the new Guinness Good Things hub

What the Creators Say

Gemma Shiel describes the collaboration as a personal full-circle moment:

“I’ve always felt connected to Guinness — my Irish father owned a pub in Soho, so this collaboration instantly made sense. We dug through Guinness archives and built a range that honours workwear heritage, the iconic pint and our distinct graphic style.”

Ian Dallow, Head of Retail at Guinness Open Gate Brewery London, adds:

“This brewery is about more than our pint — it’s about reflecting London as a cultural hub. Lazy Oaf was the perfect partner, blending their playfulness with our heritage. Expect more collaborations to come.”

Collection Highlights

Guinness x Lazy Oaf Drayman’s Jacket — £115

A cotton-blend denim jacket inspired by vintage drayman uniforms. Features include pint-shaped hip pockets, harp emblem embroidery and bespoke illustrations by Gemma Shiel.

Guinness x Lazy Oaf Emotions Pint Gloves — £38

Fingerless rib-knit wrist warmers featuring a Guinness pint motif and contrasting embroidered smiley face.

Guinness x Lazy Oaf Ingredients Drayman’s Cap — £42

A washed-twill 100% cotton cap with six-panel construction and custom Guinness x Lazy Oaf embroidery.

Guinness x Lazy Oaf Workman Dungarees — £115

Khaki oversized dungarees with metal hardware, multiple pockets and collaborative embroidered detailing.

Where to Buy

• Full collection (from 4 December):
  lazyoaf.com

• In-store exclusives (from 11 December):
  Guinness Good Things, Neal Street at Guinness Open Gate Brewery London