In Pictures: Lazy Oaf raises a pint to Guinness’ new London home with limited-edition streetwear collection

Offbeat men’s and women’s streetwear brand Lazy Oaf has become the latest fashion brand to launch a limited-edition collaboration collection with Irish beer company Guinness.

Under the title of ‘What’s the Rush?’, the 25-piece collection is “inspired by the anticipation that comes with waiting for a great pint to settle”, as well as Guinness’ iconic advertising.

Initially launching via the Lazy Oaf website on 4 December, additional items will be dropping exclusively at the new Guinness Open Gate Brewery ‘Guinness Good Things’ store on London’s Neal Street in Covent Garden on 11 December, marking the first of a rotation of exclusive launches planned for the space.

Lazy Oaf follows in the footsteps of Labrum, which launched a Guinness collaboration collection in August 2023, and JW Anderson, which launched a capsule ready-to-wear collection with Guinness at Milan Fashion Week in June 2024, for SS25.

The Guiness x Lazy Oaf collection features unisex jackets, dungarees, knitwear, T-shirts and accessories including caps and gloves, marrying the latest trends in streetwear with design cues from historical brewery workwear, including ‘drayman’ details alongside Lazy Oaf’s much loved illustration style.

Designed by Gemma Shiel, founder of Lazy Oaf, each piece in the collection has been meticulously crafted with bespoke design details inspired by the iconic Guinness brand - from pint shaped pockets, cameos of Guinness ingredients and Guinness button holes, to bespoke graphics.

Shiel said: “When we set out on collaboration projects, I always look for a genuine connection before saying yes. I've always felt a sense of connection with Guinness, particularly as my Irish father owned and operated a pub in Soho where I grew up, making this collaboration instantly feel authentic and make sense.

“We had the chance to dig through the extensive Guinness archives and were given free rein to creatively explore my own interpretation of the brand. I love that Guinness is enjoyed by so many different people — it’s a drink to be savoured, one that asks you to slow down, much like an Oaf.

“It’s all about appreciating the downtime when you have it. The final range pays tribute to workwear heritage, the iconic pint, and our distinctive graphic style. I’m immensely proud of it and hope you all enjoy it.”

Ian Dallow, Head of Retail at Guinness Open Gate Brewery London, added: “Guinness Open Gate Brewery London is about more than just our pint, it's a reflection of the capital’s role as a world renowned cultural hub. This means offering our visitors an experience that best represents what London has to offer - from great pints to great style.

“Lazy Oaf is the perfect partner to launch our Neal Street retail store, Guinness Good Things, as natives to the city and innovators who have blended their unique playfulness with our famous iconography. We’ve got more plans and collaborations in the pipeline too, so watch this space for more exciting announcements.”

Prices for the Guinness x Lazy Oaf ‘What’s the Rush’ collection range between £9 and £145, with the ‘Drayman’s Jacket’ and ‘Workman Dungarees’ both at £115, the ‘Emotions Pint Gloves’ at £38 and the ‘Ingredients Drayman’s Cap’ at £42.