Labrum launches limited edition capsule collection with Guinness

Menswear brand Labrum, whose Founder and Creative Director Foday Dumbuya was awarded the Queen Elizabeth II Award for British Design in May 2023, is launching a limited edition collection with Irish beer brand Guinness on 7 August.

The collection pays homage to Dumbuya’s Western Africa roots having emigrated to the UK from Sierra Leone, and features apparel and accessories including Labrum’s famous safari shirt, T-shirts, a cap, a bucket hat and socks – all which will be available on Labrum’s website from Monday.

The collection also includes a one-of-a-kind co-created print that tells the story of Dumbuya’s fond memories in Sierra Leone’s capital city, Freetown. The print captures how friends and family meet around kiosks and street tables to enjoy each other's company over a glass of Guinness while playing traditional games such as draughts and checkers.

Dumbuya said: “This collaboration goes beyond clothing; it’s a union of passion, heritage and community. It pays homage to Sierra Leonean social traditions such as the beloved pastime of coming together over a drink of Guinness and a game of draughts or checkers.

“Guinness has always been a part of such traditions, which provide a special way to connect, foster new relationships and create lasting memories in Sierra Leone. By infusing this essence into our partnership with Guinness, we celebrate unity, camaraderie and the power of shared experiences.”

Neil Shah, Head of Guinness GB, commented; “We are beyond excited about teaming up with Labrum who share the same pioneering spirit and energy as Guinness. This partnership is the first step in our commitment to creating truly exciting and meaningful moments in culture, with a focus on recognising and celebrating the communities that make Guinness who we are.

The accompanying campaign was shot by London and New York-based photographer Justin French and styled by Sierra Leone-born, London-based stylist and creative director, Ib Kamara.

Alongside the capsule collection, Labrum and Guinness will host public workshops “to bring their communities together through celebration and unity”.