The Ritz Herald
© Diageo Beer Company USA

Guinness x Carhartt Heritage Collection


Hardworking gear honors vintage label designs and brand history

Published on September 25, 2020

The iconic Guinness and Carhartt brands are teaming up once again to release a legendary, limited-edition fall collection. The Guinness x Carhartt Heritage Collection features rare, archival Guinness logo designs that date back to the 19th and early 20th centuries, printed on premium Carhartt workwear items.

The exclusive collection is available for a limited time starting on September 30 online and in limited quantities at select Carhartt retail stores. Items available for purchase include Carhartt men’s and women’s long- and short-sleeve shirts, hoodies, beanies, aprons and a beer sling. Each piece delivers on the quality consumers have come to expect from Carhartt, while encompassing the true spirit of Guinness. Available at Carhartt.com.

With a combined 392-year history, Guinness and Carhartt have bonded over their shared values of goodness, communion and hard work built over generations. This latest collection marks the third collaboration between the two companies, and honors the heritage, craftsmanship and spirit that define them both.

Starting today, nine lucky prize winners will have the opportunity to win a bundle of gear from the Guinness x Carhartt Heritage Collection through giveaways* hosted on the Guinness US social channels. To enter, fans who are 21 and older can visit @GuinnessUS on Facebook, Instagram and Twitter. The prize bundles are comprised of a limited-edition hoodie, long-sleeve shirt, short-sleeve shirt and beanie hat.

The history of the Heritage Collection logo designs traces back to the brewery’s first 200 years (1759-1959), before Guinness started bottling its beers on-site at the St. James’s Gate Brewery in Dublin. Instead of purchasing Guinness in bottles or cans, local pub owners in Ireland and Great Britain would purchase Guinness in wooden casks and bottle it on their own premises. The Guinness Brewery would issue personalized labels for those pub owners to affix to their own bottles.

In overseas markets, Guinness worked with third-party bottling companies to bottle and distribute Guinness Stout around the world. The export bottlers would add their own symbol to the Guinness label to distinguish their bottles and territories. The symbols, many of which were animals, also served as simple identifiers for those who couldn’t read English or pronounce the curious “Guinness” name.

The Guinness Archives at the Guinness Storehouse in Dublin contains thousands of examples of these personalized Guinness bottling labels. The Carhartt x Guinness Heritage Collection contains five designs from the Archives: the Guinness Porter label from Ireland; and the Rooster, Pig, Wolf and O’Brien’s Dagger brand labels from overseas bottlers.