Brixton Brewery and M.C. Overalls, one of the UK's oldest workwear brands, share a love of craft, so they teamed up on the brewery's first fashion collaboration.

I worked with the M.C. Overalls team to design a central pattern that wove together both brands' identities: colour palettes, graphic assets, and the tagline "We Work Hard." From there I developed the fabric, apparel, patches and beer labels, and art directed the campaign shoot, coordinating with both brands and our suppliers throughout.

But we wanted this to feel like Brixton Brewery, not just another M.C. Overalls collab. So we designed a bespoke pair of overalls built around brewery life, with a can holder, carabiner attachment points, hooks for lab equipment, tool pockets and a nook to keep your Stanley knife.

To celebrate the launch, we threw a party at the taproom, because everyone who works hard deserves to play hard too.