PizzaExpress, the nation’s most iconic pizzeria brand, is marking its milestone 60th birthday this March with an exciting fusion of fashion, food and culture with the launch of the Icons Collection. A bold new clothing line co-created with AGRO Studio, the bespoke London-based design duo known for dressing celebrities from Jade Thirlwall, to Maya Jama and Amelia Dimoldenberg for red carpet moments.
Back in 1965, after its founder, Peter Boizot, returned from Italy and struggled to find a proper authentic pizza in London, he created the first PizzaExpress in Soho – an area buzzing with vibrant creativity, an eclectic mix of people and legendary style. The Icons Collection pays tribute to this effortless flair, showcasing nine unique limited-edition items, ranging from playful bag charms in ode to the brand’s famous Garlic Butter to an intricately crafted patchwork jacket. Every piece celebrates PizzaExpress’ rich heritage, re-imagining its signature and most iconic brand elements like Dough Balls and black and white stripes into stylish, wearable pieces, for both adults and children.
The Icon Bag is an eccentric statement accessory, designed to turn heads and pay tribute to the brand’s most iconic and beloved menu item, the Dough Ball. Having graced the PizzaExpress menu for more than five decades, the bag mimics the texture of the brand’s iconic Dough Balls, creating something fun that will get tongues wagging (and stomachs rumbling).
Another standout piece from the Icons Collection is the limited-edition Icon Jacket – an effortlessly cool, one-of-a-kind piece that blends heritage with high fashion. Handcrafted in London, it features bespoke design details like embroidered nods to PizzaExpress’ original Wardour Street restaurant, statement passata cans, and a map of Soho, where the brand orginated, making it a true collector’s item.
“PizzaExpress is proud to be one of the nations most loved high-street brands, famous for black and white stripes, an iconic menu and timeless style, so we wanted to celebrate in a way that’s as bold and fun as the brand. The Icons Collection brings our most-loved ingredients and signature style to life in a whole new way – because who wouldn’t want to wear their love for Dough Balls?”
Paula MacKenzie, CEO at PizzaExpress
George Oxby, Angus Cockram, Co-Directors at AGRO Studio, the designers behind THAT fashion moment at The BRIT Awards 2025 which saw Jade Thirlwall undertake an epic trap door costume change, mid-performance, said: “At AGRO, we thrive on creating bold, conversation-starting pieces that not only look good, but tell a story. It’s an honour to have been invited by PizzaExpress to re-imagine the brand’s rich history through a modern, fashion-forward lens – taking inspiration from streetwear, luxury streetwear and contemporary design. From Dough Ball-inspired clutches, to statement-worthy jackets, every piece in the collection celebrates the brand’s legacy in a way that’s playful, stylish and unmistakably PizzaExpress.”
The Icons Collection, created in collaboration with the studio, features a range of statement pieces to elevate your wardrobe, including:
- The Icon Tee (RRP £40) – a fresh take on the classic pizzaiolo uniform (inspired by the gondoliers of Venice), this heavyweight tee reworks the brand’s signature stripes into a deconstructed design with bold midnight blue accents. A nod to PizzaExpress’ original Wardour Street restaurant is printed on the back, making it a wearable piece of history. Also available in kids sizes, for the little one’s too (£18)!
- The Icon Polo (RRP £70) – inspired by the iconic black-and-white stripes of PizzaExpress’ restaurants, this boxy-fit rugby polo blends heritage with a modern edge. Featuring a contrast woven collar and relaxed silhouette, it is a bold statement piece for everyday wear.
- The Icon Scarf (RRP £24) – this midnight blue silk scarf is woven with subtle nods to PizzaExpress’ most-loved ingredients, from passata cans to Garlic Butter. Designed to be styled as a neckerchief, headscarf, pocket square, or even an eye-catching top, it’s the perfect versatile accessory.
- The Icon Bag (£280) – the ultimate statement accessory, designed to turn heads. Inspired by PizzaExpress’ beloved Dough Balls, this bespoke 3D-printed clutch mimics their golden-baked texture, complete with an embossed finish, delecate golden clasp, and detachable chain strap. A playful tribute to the nation’s favourite side dish.
- The Icon Charm (RRP £8) – a playful tribute to PizzaExpress’ legendary Garlic Butter dip, this collectible charm adds a fun twist to The Icon Bag or any accessory.
- The Icon Jacket (RRP £495) – a luxe, handcrafted statement piece that elevates any outfit. Designed and made in London, the limited-edition Icon Jacket features premium faux-leather sleeves, a heavy cotton poplin body, and intricate brand-inspired detailing. From embroidered references to the original PizzaExpress in Soho to bespoke patches celebrating its rich history, this jacket is more than just fashion – it’s a piece of PizzaExpress heritage.
- The Icon Socks (RRP £12) – a premium pair of heritage-inspired socks, featuring the brand’s midnight blue colourway on knitted calf-length socks, with an embossed P to the ankle and 1965 on the sole.
- The Icon Boxers (RRP £46) – tapping into the trending boxer-as-shorts style, these unisex boxers are made from heavyweight cotton with pockets for everyday wearability. Designed with signature black-and-white stripes, they put a PizzaExpress-inspired twist on a must-have Spring-Summer staple.
Available to purchase via the PizzaExpress TikTok Shop from Thursday 27th March, and in select restaurants in April, the collection offers fans a stylish way to celebrate six decades of PizzaExpress. What’s more, select items from the collection will feature a QR code on the tag, instantly elevating customers to Gold status in its award-winning PizzaExpress Club loyalty programme.
To coincide with the Icons Collection launch, PizzaExpress has introduced a new celebratory menu with innovative takes on iconic dishes, including its fiery Blazing Dough Balls and Queen Margherita pizza, with creamy burrata. In addition, the restaurant will be serving its classic pizzas at original prices for one hour only on Thursday 27th March, with customers able to enjoy an American pizza for just 45 pence. Full information can be found, here.
