Guinness has unveiled the first drop from a new fashion collection created by football culture collective, Art of Football, just in time for Christmas.
Paying homage to the iconic silhouette of the Irish stout, Art of Football have fused tradition with contemporary streetwear to create a vibrant jersey with a bold colourway, a signature Lovely Game for a Guinness badge, and the Art of Football emblem integrated into the sleeve.
We particularly like that the first colour to feature in the collection is very close to the Sport for Business Purple.
The collection, includes two t-shirts featuring iconic imagery from the Guinness’ archives. It is described as finding common ground between Guinness and football, and while traditionalists will view the idea of a football shirt as being the ultimate tribal badge, there is local proof that sporting shirts can stretch beyond the purely sporty into more relaxed informal wear.
There is also history of Guinness on the front of a football jersey with the Guinness QPR jersey from the mid-1980’s consistently voted by fans of the West London club as their favourite through the modern history of sponsorship.
Art of Football have done previous collections with Pepsi and Pukka Pies, for Mumford and Sons and the Rolling Stones.
The Art of Football x Guinness jersey will be available to purchase exclusively from www.art-of-football.com from today, priced at €60 or probably €70. It will also be available to purchase from the Guinness Webstore in the coming weeks.
“Guinness is the original and iconic stout, so teaming up with a distinctive brand like Art of Football who are dedicated to creating original collections felt like a natural fit,” said Stephen O’Kelly, Global Brand Director for Guinness.
“A bold football jersey, from two vibrant brands, creating a limited-edition jersey that’s perfect for match day or everyday wear.”
Founded in 2013 by Nottingham-based brothers, Gabe and Luke Cuthbert, Art of Football is a UK-based fashion brand and community dedicated to creating original collections and fan experiences that champion football culture and celebrate the heart and soul of the game.
“The Art of Football creates original collections that draw inspiration from the beating heart of football fan culture around the world,” said Luke Cuthbert.
“To mark Guinness’ new partnership with the Premier League this season, we wanted our first drop together to reflect the passion, iconography and craftsmanship, shared by Guinness and football fan communities around the world.”
In August, Guinness made its debut as the Official Beer and Official Non-Alcoholic Beer of the Premier League. Guinness is activating its partnership, across trade and retail outlets, advertising and social media.
The Sport for Business Membership comprises nearly 300 organisations, including all the leading sports and sponsors, as well as commercial and state agencies.
