The limited edition capsule, featuring a co-created, one-of-a-kind print pays homage to LABRUM founder Foday Dumbuya’s joyful memories of Freetown, Sierra Leone. The print captures this electric feeling using drawn images of loved ones coming together to enjoy good conversation over a glass of Guinness.
This feeling is further communicated by the pieces being shot by Justin French against a backdrop of real-life footage showing the vibrant spirit of Freetown and London. Guinness’ special relationship with Sierra Leone predates their collaboration with LABRUM, as the first recorded shipment of Guinness to the African continent arrived in Sierra Leone in 1827. Even today, you don’t have to walk very far in Freetown before you come across a group playing checkers around a street table or kiosk, Guinness on deck. Guinness wants to highlight and honour communities such as these that have contributed to making Guinness what it is today. This collaboration is the first step of a larger plan that Guinness has to tap into and cultivate culturally relevant moments.
LABRUM also possesses this ability to create exciting and meaningful cultural moments, which is why the Guinness x LABRUM collaboration is so exciting. In 2020 for example, LABRUM collaborated with the Ministry Of Sports Sierra Leone (MOSSL) to design the new National Sports and Olympics prints, capturing the beauty of everyday life in Sierra Leone.
Beyond the limited edition apparel and accessories, to bring this feeling of community to life LABRUM and Guinness will also collaborate on a selection of public workshops to cultivate the unreplicable feeling of spending time together in person. These workshops aim to produce honest and thoughtful conversation, furthering LABRUM’s mission to tell stories of West Africa, uniting Guiness and LABRUM on their common love of passion, heritage and shared experience.
The collection is available now at LABRUM.com
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