You too can look like a pub carpet – and for the bargain price of £1,295. Such sartorial elegance – perhaps an option for anyone stepping out to celebrate St Patrick’s Day this week – is the aesthetic love child of a partnership between Guinness and the luxury clothing brand JW Anderson.

Launched earlier this month, the tie-up allows fashionistas to get their hands on a range of Guinness-wear, exploiting the ongoing metamorphosis of the “black stuff” from unfashionable pub staple to social media status symbol.

The 17-piece range features everything from elasticated shorts that look like a beer towel (£440) to an £850 Irish wool jumper, featuring the Irish brand’s famous harp logo, set against a cloudy cream that nods subtly to the head on a well-poured pint.

It is fronted by the actor Joe Alwyn and the rapper Little Simz, and “pulls from vintage brewery uniforms, Irish pub interiors and archival graphics, translating them into denim workwear, twisted jeans, towelling sets and knitwear”.

The most expensive item is a unisex V-neck jumper that uses textured Jacquard stitches to “recreate the feel of pub carpets”, a snip at £1295.

The partnership further cements the branding overhaul that has transformed the image of Guinness, owned by global drinks maker Diageo, from beer to lifestyle brand.

Backed by Diageo’s £2.7bn marketing war chest, Guinness has shaken off its “old man” reputation, becoming a stalwart of pub culture for Gen Z, despite the cohort’s more abstemious approach when it comes to alcohol.

Increased custom from younger people and women sent Guinness’s market share in pubs to a new high of 17.5% in 2025, helping it retain top spot as the nation’s top-selling beer, with more than 2m pints pulled every day.

A rising tide of Guinness appears to have lifted all boats, with fans branching out into other “nitro” stouts – so called because of the nitrogenation process, pioneered by Guinness, that gives the drink its smooth mouthfeel and creamy head.

Rival nitros, such as Anspach & Hobday’s London Black and Titanic Brewery’s True Stout have seen sales soar to overtake their lager and ale brands.

Guinness’s Irish compatriot, Murphy’s, this weekend reported a more than 1,000% increase in sales volume in pubs, thanks to the UK’s unassuageable thirst for nitro stout.

But only Guinness can boast a collection of luxury fashionwear that includes a £200 T-shirt echoing vintage Guinness bottle tops.

“This collaboration with JW Anderson is truly special, and we believe it will deeply resonate with our global community,” said Stephen O’Kelly, the global brand director for Guinness.