Ever since Jonathan Anderson relaunched his eponymous brand last summer, turning it into “a modern-day cabinet of curiosities,” the label has issued more collaborations than ever before. However, these are largely niche link-ups. For example, the brand’s recent collaborators have ranged from fine handmade scissor company Ernest Wright to the traditional English sterling silver penmaker Yard-O-Led. 

Even when JW Anderson designs something as notable as its first sneaker collaboration in almost a decade, it’s such an understated release that it almost goes undetected. But for a high-profile Guiness collection, JW Anderson pulls out all the stops. 

The Guinness campaign features two celebs, Mercury Prize-winning musician Little Simz and The Brutalist actor Joe Alwyn, wearing a wide array of JW Anderson x Guinness garbs. And of course they’re in The Devonshire, the watering hole offering the “best Guinness in London.”

This is the Northern Irish fashion designer’s second range of merch for the Irish dry stout, and it's significantly more expansive than the first.

Whereas their 2024 debut collection consisted only of branded sweaters, the 17-piece follow-up provides an entire wardrobe for a stylish Guinness drinker.

There’s pub-test-passing workwear: indigo cotton dungarees, carpenter pants, and a pre-faded chore coat with raw-hemmed Guinness letter appliqué on the back. There are T-shirts printed with art from Guinness bottle tops; matching jackets and shorts replicating fuzzy bar towels; even sporty Guinness-branded red track shorts.

This is the most substantial JW Anderson collaboration in years, not including the designer’s seasonal and longstanding UNIQLO collections. And for the Dior creative director to go all out on beer merch actually makes plenty sense.

Not only do Anderson and Guinness have a shared Irish heritage but the dark stout’s booming popularity has meant its brewery can’t make enough of the stuff. The universal trend for Guinness has even reached the fashion industry, weaving its way into collections by American fashion label Denim Tears as Irish designer Robyn Lynch creates incredibly swaggy Guinness uniforms. 

But in case there are any doubts about Guinness being the world’s most fashionable beer, the three-time Designer of the Year is now making it a huge selection of merch. 

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