You know how some things just click? Like they were always meant to be? That's how it felt when ART OF FOOTBALL and Guinness first teamed up for Season 1. It wasn't just another collaboration; it was a proper moment. A real coming together of history, skill, and that spark of creative curiosity. It just made sense, didn't it? Something about it felt instantly iconic, like it had always been there. Now, for Season 2, they're not trying to shout louder or go bigger. They're going deeper. And honestly, that's exactly what we need right now.
Think about it. Football these days, it's a whirlwind, isn't it? More games, more noise, more everything, all at a speed that can sometimes feel a bit much. Players are knackered, fans are swamped. So, what ART OF FOOTBALL and Guinness are doing with this partnership feels like a breath of fresh air. They're going the other way. They're saying, "Hold on a minute. Let's slow down." It's about savouring the ritual, remembering why we fell in love with the game in the first place. That quiet anticipation, the shared experience, the bit of calm before the storm – like watching a pint settle. Their new 25/26 jersey isn't just a shirt; it's a whole vibe. It’s a celebration of that philosophy, a proper nod to the early '90s, a deep dive into texture and craftsmanship. Really, it's a love letter to the whole culture of football – the chatter in the pubs, the buzz on the terraces, those little moments between the final whistle and that first, well-deserved pint.
We managed to catch up with some of the folks behind it all at ART OF: Matthieu Webber, the Senior Designer; Farai Dube, Head of Content; and Kelvyn Quagraine, Head of Brand. We wanted to get the real story, you know? To understand the thinking that went into Season 2, what all those little symbols on the shirt actually mean, and what this whole collaboration tells us about where football culture might be heading next.
So, Season 1 really hit different, didn't it? It became a cult favourite pretty quickly. We asked the team what the plan was for Season 2, what was the big idea that kept it fresh but still connected. Farai Dube explained that the first season was a huge moment for them. It showed that Guinness, with all its history and iconic look, could totally fit into football culture when ART OF put their own spin on it. The reaction was massive, which is great, but it also brought that classic "second-season pressure." You know, that feeling that whatever you do next has to be even better than the first. And that can really block your creativity if you let it get to you.
So, instead of just trying to be louder or bigger, they decided to do something different. They rooted Season 2 in a shared feeling about where football is right now. Everything just feels so fast-paced, doesn't it? More games than ever, constant chatter online, endless new gear. Players are getting worn out, and fans? We're just drowning in it all. So, they wanted to deliberately move against that tide.
Kelvyn Quagraine added that with a brand like Guinness, you've got this amazing treasure trove of stories and visuals to draw from. That meant they could build on Season 1 without just repeating it. They could go deeper. The big idea, the 'creative anchor' as they called it, became this simple truth: football, just like a really good pint of Guinness, is best enjoyed slowly. It's about savouring it.
Their aim was to create a jersey that felt like a quiet protest against all that chaos. Something that you appreciate more and more the longer you wear it, the more you live with it. Every single detail on that shirt whispers to Guinness's core values – things like coming together, being united, and the rituals we all share. Matthieu Webber put it simply: Season 2 isn't about outdoing the first one; it's about making that connection between the brand, the product, and the football culture even stronger, even more meaningful.
This whole idea of slowing down, of appreciating the game for more than just the stats and numbers – it's a powerful one. So, how did they actually bring that to life in the design? Matthieu explained that a huge part of it was resisting the urge to make things overly complicated. You know, sometimes you just need to keep it real. The shirt focuses on things we already recognise, elements from both Guinness and classic football designs – stuff that already holds a special place in people's hearts. The design itself, its whole vibe, speaks to that slower pace. It harks back to a time when football wasn't constantly dissected by data and metrics. It allowed them to create something that feels simple, beautiful, and familiar, but in a really thoughtful, deliberate way. No fuss, just pure connection.
You can definitely see the early '90s vibe in the jersey's shape and the collar. That era, for many of us, was a real golden age for football, wasn't it? We asked Matthieu why they chose that specific time and how they made sure it felt fresh, not just like a copy-and-paste throwback. He said they wanted to tap into that lovely nostalgia without it becoming a caricature. The trick was to pull out those small, unique details from '90s kits – think specific stitching, a certain kind of fabric – and then blend them with Guinness's own long history. Like the Guinness wordmark sponsor on the shirt? They used a puff print for that. It's a small touch, but it’s a really clever way of bringing those two worlds together, making it feel new and relevant, not just retro for the sake of it. It feels authentic, not like they're just playing dress-up.
Then there's that textured 'G' pattern. It's subtle, but once you notice it, it's brilliant. It's inspired by that moment when a pint of Guinness is settling, you know, that creamy head slowly rising. It’s such an iconic visual. We wondered how they managed to translate something so fluid into a design. Matthieu explained that the key was seeing the link between that famous Guinness 'stippling' effect – those tiny bubbles – and the way the beer surges when it's first poured. He also pointed out that back in the early '90s, many shirts featured handmade gradients, those gradual colour changes. They used that aesthetic as a really understated way to show a pint settling within the design. It's not shouting at you, but when you spot the connection, it just clicks. It feels absolutely right, doesn't it?
Colours on a football shirt, they always mean something, don't they? They tell a story about identity. But this jersey's deep ruby red? That's something else. It's really evocative. We asked Kelvyn what message they wanted that specific colour to convey. He told us that, sure, ruby red brings to mind warmth and that festive feeling, which is lovely. But more than that, it challenges what most people *think* Guinness looks like. We all assume it's black, right? But next time you're holding a pint, try this: hold it up to the light. You'll see that deep, rich ruby glow coming through. That's the real colour, the subtle truth. And that ruby glow? That's the story they wanted the shirt to tell. It’s about looking closer, seeing beyond the obvious.
Both ART OF and Guinness talk about themselves as 'custodians of care and connection.' It's a lovely way to put it. So, we asked them: how do you get that balance right between telling a story and the actual craft, so a shirt becomes something more than just another piece of merchandise? Farai explained that for them, everything starts with a genuine cultural truth. If you build a project on something real – how people truly feel or act when it comes to football – then every creative choice you make has a proper purpose.
He pointed out that Guinness has lasted so long, become so iconic, precisely because it treats craft like storytelling. Think about it: the ritual of the pour, the consistent quality, the rich heritage. It's all part of the narrative. They wanted to reflect that same philosophy with this collaboration.
For this campaign, the cultural truth was pretty straightforward: football is just better when you slow down and truly savour it. In an age where the game often feels overwhelming, packed with too much, they wanted this jersey to bring back that feeling of care and appreciation. It’s about taking a moment.
Once they had that idea firmly in place, Farai said the whole process became a joy. Every step, from sketching out ideas on moodboards to getting the samples made, was focused on the fan experience and that timeless quality of a perfectly poured Guinness. The aim wasn't just to churn out a shirt. It was to craft something that truly embodied connection, patience, and real cultural relevance. Something you'd choose to wear not just because of how it looks, but because of how it *feels* to wear it, what it represents.
It’s a reminder that sometimes, the best way forward is to slow down, to appreciate the craft, the history, and the simple joy of the game we love.
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