“This Collaboration Goes Beyond Clothing".
LABRUM founder, Foday Dumbuya takes a trip down memory lane for his trailblazing label’s new thought-provoking collaborative collection with Britain’s favourite beer brand, GUINNESS as the Sierra Leone-born visionary reflects on his upbringing in the West African country’s capital, Freetown. In a union of passion, heritage, and community, the summer capsule is championed by its one-of-a-kind, co-created print that offers a depiction of how friends and family create memories over a pint of GUINNESS and a game of draughts/checkers – a social tradition for the people of Sierra Leone
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” said Foday Dumbuya.
Comprised of an assortment of limited-edition apparel and accessories including LABRUM’s signature safari shirt, a t-shirt, cap, bucket hat, and socks, the GUINNESS x LABRUM collection will be available exclusively on labrumlondon.com from August 7th with public workshops set to be hosted to accompany its launch.
Check out its artfully curated campaign shots below.
PHOTO CREDIT: JUSTIN FRENCH