Guinness and Clothes, What Gives?
December 25th, 2024
Text: Bryan Law
Text: Bryan Law
The curious thing about Guinness, like Martinis, oxford cloth button downs, and well worn Levi’s, is that it’s an unfuckwitable classic. And as as a result, it somewhat bypasses the typical trend life cycle.
A friend of mine (founder of Shiro socks) engaged in a bit of chat the other day. What started off as some regular weekend recapping quickly turned into a brief discussion on why we’re experiencing some kind of Guinness Renaissance as of late.
The conversation got me thinking - why have we as a collective group of chronically online, big-city dwelling 20 to 40 somethings embraced Guinness, of all beverages, as our beloved drink of choice? The admiration for the black beer reached a fever pitch when the Times covered the trend. And as we all know, once the New York Times covers a trend - it’s cooked. But the curious thing about Guinness, like Martinis, oxford cloth button downs, and well worn Levi’s, is that it’s an unfuckwitable classic. And as as a result, it somewhat bypasses the typical trend life cycle.
You simply cannot disparage an 18th century tried and true beer as it is locked in the discourse forever. Drinking a well poured Guinness after a long week feels like the most resounding, satisfying dap up with a homie you haven’t seen in 5 years. It’s a comforting, familiar experience that also feels like wearing that perfectly fitting t-shirt that you always end up wearing despite buying 80 other ones trying to replicate its fit.
Source: Amazon
This train of thought made me reflect on our current trend cycle and I believe we’re firmly settling into a post-trend world. It was inevitable - we would eventually grow weary of the incessant trends that would rear their heads for more or less a year before wilting away in irrelevancy. I’d say this fatigue extends to food and drink as well.
Guinness, amongst other F&B trends like smash burgers and the general resurgence of comfort food is a rejection and movement - away from the 12-course fine dining, craft cocktails scene of yesteryear. As bars begin to fill up to maximum occupancy in big cities like London and New York, people want the quick, no frills stuff over the cocktail that takes 15 minutes to make. Correct me if I’m wrong but I do see an increasing number of chefs and mixologists moving away from prestigious positions at top ranking institutions only to open up their own businesses that seem to be more rooted in comfort and familiarity.
Take Bar Leone for example, an Italian neighborhood style that’s 5 minutes by foot from where I live. Opened by Lorenzo Antinori, the industry vet cut his teeth at the Savoy in London and then the Four Seasons in Seoul and Hong Kong, revamping hotel bar menus and pushing the envelope with crazy new flavors à la Argo (which also ended up on Top 50 World’s Best Bars). It’s fair to say that he’s spent a good chunk of his life constantly creating new concoctions and pairings with hopes to surprise both guests and the Four Seasons C-Suite. But what does he do when it seems like life couldn’t get any better? He leaves the Four Seasons gig and opens Bar Leone - an intimate bar with a tried and true food and drink menu that is close to Lorenzo’s heart, you’re not going to find any smoke bubbles here. The food and cocktails come at you fast, all of which are pre-made - expediting service and keeping the drinks flowing. It’s a homey and familiar experience you would typically find at your neighborhood watering hole.
Source: Whitefang Godfather
That being said, let’s circle back to clothes - because this is not a food blog. We (chronically online 20 to 40 somethings) yearn for the comfort of a bygone era, where things were simpler, more affordable, and purer. Timeless classics are what people are gravitating towards, and nothing is more classic than some busted blue Levi’s or a well made Martini. This back to basics development is what I believe to be a reaction to the ruthless trend cycle we’ve been subjected to for the past decade or so.
Source: GQ
When I look at the current state of menswear, I see denim - and lots of it. Who would’ve thought we’ve come full circle and started obsessing over raw denim, patina, and fades all over again? There’s also a keen interest in a wide scope of vintage, whether its military, workwear, or sportswear. Vintage Polo and Armani are becoming increasingly prevalent in the menswear enthusiast’s eBay alerts. The aesthetic we are trying to pursue is something we’ve seen before, albeit 50 years ago on Richard Gere or Denzel Washington. It’s an approachable way of looking good and doesn’t bear the same exclusionary practices that fashion is typically known for. A well fitting leather jacket, the perfect white tee, and a well sautéed baseball cap. Clothes that are comforting, timeless, and for the everyman - just like a pint of Guinness.