Guinness has partnered with London-based rework fashion studio Vintage Threads to unveil a bold new limited-edition clothing collection, transforming heritage materials into contemporary, one-of-a-kind fashion pieces.
The 32-piece collection launches exclusively at the Guinness Open Gate Brewery London “Guinness Good Things” concept store, running from 14 April to 4 May, celebrating craftsmanship, sustainability, and the iconic visual identity of Guinness.
A Sustainable Fashion Drop Rooted In Guinness Heritage
Designed and handcrafted by Vintage Threads’ small rework team in their Islington studio, the collection gives new life to archival and branded Guinness materials including umbrellas, socks, aprons, shirts, and more.
Each item is deconstructed and reimagined into modern silhouettes, blending streetwear energy with heritage storytelling. No two pieces are the same, reinforcing the collection’s focus on individuality and circular design.
From bold outerwear to playful accessories, the range reflects Guinness’ instantly recognisable branding while pushing into contemporary fashion territory.
Inspired By Guinness Iconography And Colour
The designers drew heavily from Guinness’ visual language — including its typography, symbols, and branding — reinterpreting them across clothing designs.
A standout inspiration point is the brand’s famously misunderstood ruby-red hue, often mistaken for black, which is referenced through deep red leather racing jackets in the collection.
What’s In The Collection?
The 32-piece drop includes a wide range of reworked garments and accessories, all handmade and unique:
- Men’s & Women’s Leather Jacket (made with vintage materials): £495
- Unisex Chore Jacket (made with Guinness aprons): £345
- Women’s Long Knitwear Top (made with Guinness socks): £250
- Unisex Balloon Joggers (made with Guinness umbrellas): £245
- Women’s Shirred Top (made with Guinness tops): £200
- Women’s Shirred Shirt (made with Guinness shirts): £220
- Scrunchie (made with vintage materials): £25
From scrunchies to statement jackets, each piece highlights the creative potential of upcycling and sustainable fashion design.
Where To Shop The Collection
The full range will be available exclusively at the Guinness Good Things concept store at the Guinness Open Gate Brewery London from 14 April to 4 May.
The space continues Guinness’ ongoing exploration of culture, creativity, and experiential retail, offering visitors a chance to engage with the brand in new and unexpected ways.
Sustainability Meets Storytelling
This collaboration reflects a growing movement in fashion towards circular design and material reuse. By transforming existing branded textiles into wearable fashion, Vintage Threads and Guinness demonstrate how legacy brands can evolve through sustainability-driven creativity.
