Guinness x Labrum

Labrum

Director: Samona Olanipekun
Producer: George Telfer
Creative Director: Foday Dumbuya
DOP: Jake Hunter

“This collaboration goes beyond clothing; it’s a union of passion, heritage and community. It pays homage to Sierra Leonean social traditions such as coming together over a drink of Guinness and a game of draughts / checkers. 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.” @iamfods LABRUM Founder & Creative Director