Percival, the British menswear label, and Guinness have launched Season 2 of their apparel collaboration, following up on last year’s debut collection.
The new lineup includes textured knits, jerseys, and vintage-inspired pieces, along with the collection’s signature bar apron, this time reimagined in forest green. For my money, the rugby polo is the showstopper, with classic colors that integrate Guinness perfectly.
The whole campaign was shot at The George, a historic pub on Great Portland Street in London, placing the clothes firmly in the setting they’re meant to evoke.
Pricing runs from $95 for a t-shirt up to $320 for a wool jacket, with most pieces landing well into the hundreds: the striped rugby polo runs $225, a merino wool jumper is $270, and even the branded apron costs $80. The collection launches today, available exclusively at three Percival London stores and online in limited quantities.
Beer collabs go upscale
Drinks brands teaming up with apparel labels has become its own little genre lately, and most of them land in a pretty predictable, mass-market lane.
Guinness’s own collaboration with Sunday Swagger, a golf performance-wear brand, stuck to T-shirts and quarter-zips at accessible prices. A separate Budweiser push through PacSun leaned into cheap, mall-brand casualwear, and just this week, Dickies teamed up with Budweiser on a workwear collection running $25 to $85.
Even on the spirits side, Old Forester’s Alpha Industries jacket collab followed the same logic: an affordable, mid-tier piece meant to ride along with a bourbon release, not stand on its own as a fashion statement.
Percival is a different animal entirely. It’s a proper menswear label with some serious heft, and the collection is priced like it: a $320 jacket and a $270 jumper aren’t impulse buys at the merch table; they’re menswear purchases that happen to have a beer logo attached.
That’s a different bet than slapping a toucan on a golf polo or snagging a $25 T-shirt, and it says something about which direction Guinness wants its clothing arm to grow. Round two also means that round one worked well enough to double down on the higher-end version of the idea rather than pull back toward something cheaper and more disposable.
Where to buy it
Guinness x Percival Season 2 is available now at Percival’s three London stores and online at percivalclo.com, with prices ranging from $95 to $320, while supplies last.
