Labrum x Guinness Collaborate For Limited Edition Collection
Image by Justin French
LABRUM has collaborated with leading Irish beer brand, GUINNESS on a limited-edition summer capsule. The collection unveils the joyful connections between the UK and those who’ve emigrated from Sierra Leone, West Africa. Founder and recipient of Queen Elizabeth II Award for British Design 2023, Foday Dumbuya incorporated elements of history and storytelling within this exclusive body of work, incorporating exclusive prints. This stand-out feature tells a 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 and revel in good conversation, whilst playing traditional games such as draughts / checkers’.
Commenting on this special moment, Foday Dumbuya states “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 / 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 also 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.”
Made up of limited apparels and accessories, the collection includes safari shirt, t-shirt, cap, bucket hat and socks.
Images by Justin French
Furthermore, the pair are maximising their partnership by hosting public workshops to unite communities. For a brand to capture a monumental and common tradition across West Africa, we couldn’t be more proud. It’s a beautiful representation of West African cultures, and created by an unforeseen yet fitting collaboration. Labrum’s vision is to design honest and thought-provoking garments, which they’ve successful accomplished with Guinness.
Labrum x Guinness campaign video
The LABRUM x Guinness collaboration is now available for purchase on labrumlondon.com.
