GUINNESS AND LABRUM UNVEIL NEW SUMMER CAPSULE COLLECTION
CELEBRATING SHARED ROOTS BETWEEN WEST AFRICA AND THE UK
GUINNESS has partnered with trailblazing British fashion brand LABRUM to launch a limited-edition summer capsule collection. Launching on 3rd August 2023, the collaboration pays homage to the joyful communion the UK shares with those who have emigrated from Sierra Leone, Western Africa.
The standout feature of the collection is a one-of-a-kind, co-created print that tells the story of LABRUM founder Foday 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.
The collection will be made up of a limited edition apparel and accessories, which includes LABRUM’s infamous safari shirt, t-shirt, cap, bucket hat, socks, all available exclusively on labrumlondon.com. Alongside the capsule collection, the pair will host public workshops to bring their communities together through celebration and unity.
LABRUM is a brand that endeavours to be the voice, champion and platform; for those who seek, those who cannot be contained and those who have a message to share. Their vision is to produce honest and thought-provoking garments that champion freedom of expression.
Foday Dumbuya, LABRUM founder and recipient of the prestigious Queen Elizabeth II Award for British Design 2023 says; “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 has 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 collection was shot by London and New York-based photographer, Justin French to bring the concept to life. Artfully curated to celebrate the connection of culture and demonstrate the joy of communion, the powerful series of images draws inspiration from genuine moments shared by locals in Sierra Leone and the UK, surrounded by the iconic Guinness brand. From lively street corners in Freetown to bustling pubs in London, LABRUM’s latest collection is shot against a backdrop of real-life footage, blending the vibrant spirit of both cities.
The collection will be available to purchase exclusively on labrumlondon.com.Design & Creative Direction: @iamfods
Executive Production: Mark Wadhwa & @180.studios
Agency: Sam Ross at @newschoolrepresents
Production Assistant: @millyheane
Creative Consultant & Stylist: @ibkamara
Stylist Assistant: @andrabuhai
Photographer: @frenchgold at We Folk
Photographers Assistants: @stuarthendrystudio @samlort
Post Production Frisian @frisianpost
Set Design: @ritz_da_builder
Casting Director: @theoscoutcast
Talent: @dijakallon @dennisokwera @jordanfrancis_ @ansou_senghor23
Make Up: @sakurakanaoka_mua
1st AC: Anil Duru
2nd AC: Deniz Ersoy
Gaffer: Oliver Craig
Production Designer: Jade Adeyemi
Art Assistant: Rita Ade. Georgia Marshall
Colourist: Matthieu Toullet @ Company 3
Colour Producer: Kerri Angle
Sound Design: King Lear
Post / VFX: We Are Covert
& LABRUM Team