What’s the Rush? Guinness x Lazy Oaf Streetwear to Hit London

Guinness is leaning hard into fashion culture with a new collaboration alongside London lifestyle label Lazy Oaf, dropping a limited-edition streetwear collection dubbed “What’s the Rush?” this month. The 25-piece range coincides with the upcoming launch of the Guinness Open Gate Brewery in London and spans unisex jackets, knitwear, T-shirts and accessories priced between £9 and £145. 

Designed to sit somewhere between brewery yard and backstreet skate spot, the collection fuses contemporary streetwear silhouettes with historic Guinness workwear cues, including drayman-inspired details and archival references. Lazy Oaf’s signature illustrative graphics are layered over Guinness iconography, with the range explicitly paying tribute to both the brand’s workwear heritage and its iconic pint.

For Lazy Oaf founder Gemma Shiel, the link with Guinness is personal as well as aesthetic, rooted in her Irish background and memories of her father’s Soho pub, which helped the collaboration feel like a natural fit rather than a forced merch play. Shiel describes Guinness as a slow, savoured drink and leans into that “take your time” ethos as the mood for the collection, framing it as a celebration of downtime as much as of beer culture itself.

On the Guinness side, the tie-up is also a statement about what the new Open Gate Brewery in London wants to be: not just a taproom, but a cultural touchpoint in the capital. Head of retail Ian Dallow positions the Lazy Oaf project as the ideal way to launch the on-site Guinness Good Things store on Neal Street, promising more collaborations and fashion-led experiments to come. This follows a similar high-profile beer-luxury crossover with Bero teaming up with Aston Martin, as detailed in our recent coverage.

“What’s the Rush?” lands on 4 December via the Lazy Oaf webshop and its Ganton Street store, with selected pieces such as the Drayman’s Jacket, Ingredients Drayman’s Cap, Workman Dungarees and Emotions Pint Gloves also pouring into the Guinness Open Gate Brewery London retail space from 11 December. For a brand that has spent decades defining pub aesthetics, Guinness now looks increasingly comfortable dressing drinkers long after they’ve left the bar – because at b33r.xyz, it’s all about beer, even when it’s hanging in your wardrobe.