LONDON — Jonathan Anderson is tapping into the metamorphosis that Guinness beer is having in Britain.
The dark, creamy stout that was founded in 1759 by Arthur Guinness was featured in JW Anderson’s men’s spring 2025 and women’s resort show in June. On the runways, models wore knit jumpers or sweaters with the famous harp Guinness logo or a pint of the beer with a moon face sitting atop instead of foam.
JW Anderson x Guinness
“I’ve always been obsessed with Guinness and their brand. I think they are still today one of the greatest advertisers and I liked the idea of using their amazing graphics. I’ve always wanted to be able to show some of it because in fashion we think we are so radical but actually, they were way before all of that,” said Anderson.
The full range includes two limited-edition T-shirts, a sweatshirt and a jumper which will be available to purchase from the JW Anderson website and the brand’s stores in London, Milan and Shibuya Parco in Japan from mid-November.
The range starts from 155 pounds for a T-shirt to 890 pounds for a sweatshirt.
JW Anderson spring 2025 men’s and women’s resort ready-to-wear
Giovanni Giannoni/WWD
Next week, the brand will be hosting a cocktail party for the collaboration at the JW Anderson store in Soho followed by a party at The Devonshire, a pub that’s a few minutes’ walk away.
The pub has Guinness on tap, which is considered some of the best in London. It also is one of few places in town that sells no-alcohol Guinness 0.0 percent on draft, which is particularly popular among younger drinkers not big on alcohol.
One week in October, the pub used up 215 kegs of Guinness, equivalent to 4,172 pints a day, or six pints every minute.