In early 2024, the Guinness retail team approached Good Shout to work with them on some collaborations ahead of the Guinness Open Gate Brewery opening in London’s Covent Garden. The brief was to connect Ireland’s iconic stout into the London scene and build on its growing creds in the fashion space. 

We have been huge fans of Lazy Oaf for the longest time and they were the first brand that came to mind: independent street wear, known for their playful personality and London roots. It helped that founder Gemma’s parents had run a pub in Soho for many years so she had a strong affinity to the Guinness story. 

The resulting collection is one of our favourite things we’ve ever worked on. The Lazy Oaf team brought Guinness into their world in a seamless way to create a 25 piece clothing & accessories collection to be sold online on lazyoaf.com, in store in Guinness’ Good Things Neal Street store and in a special pop-up in Dublin’s Stephen’s Green in December 2025.

Dream project with dream collaborators.