The Johnnie Walker Experience announces Charles Jeffrey LOVERBOY collaboration
The Johnnie Walker Experience has teamed up with Scottish fashion label, Charles Jeffrey LOVERBOY, for a limited-edition accessory capsule collection and specially commissioned illustrations.
Article Source: The Johnnie Walker Experience
Last Updated: 31 January 2026 9:51
The Johnnie Walker Experience, home of the world’s number one Scotch*, has teamed up with contemporary Scottish fashion label, Charles Jeffrey LOVERBOY, to bring a limited-edition accessory capsule collection and a series of specially commissioned illustrations to the venue.
The new capsule, designed by Charles Jefferey LOVERBOY, known for character-led work, playful irreverence and bold visuals, draws on Scottish cultural references, and will be sold exclusively at the eight-floor immersive destination in the heart of Edinburgh. The launch of the collaboration will be marked by a LOVERBOY celebration and the debut of The Loverboy, a newly curated Johnnie Walker serve which will be available for a limited time at The 1820 Rooftop Bar on the venue’s sixth-floor.
The Johnnie Walker Experience, named as the World's Leading Spirit Tourism Experience 2025**, has welcomed over 1.5 million visitors since opening in 2021, guiding guests through the 200-year heritage of Johnnie Walker through sensory storytelling, immersive experiences and expertly crafted cocktails.
Commenting on the collaboration, Creative Director and Designer Charles Jeffrey said: “The Johnnie Walker Experience felt right because it invites people in and encourages them to enjoy whisky their own way, breaking down any preconceived ideas. Johnnie Walker has an incredible heritage, but I was given the freedom to use that as inspiration - to play with it and make it personal. I’m drawn to brands that aren’t afraid to break rules and evolve while still honouring where they’ve come from, and this collaboration let me bring that spirit to life. It’s a true blend of The Johnnie Walker Experience and LOVERBOY. The collection is built around character and transformation. Every piece has its own personality - not standard merch, but little objects with stories. I pulled from folklore, performance and things worn with intention because I wanted everything to feel expressive and already in motion, as if it’s been out in the world before you meet it. Honor embodies that beautifully. She holds tradition and change at the same time, with a clarity that feels strong but never rigid, exactly the energy at the heart of this collaboration.”
The four-piece Johnnie Walker Experience x Charles Jeffrey LOVERBOY accessory capsule features a cap, scarf, T-shirt and tote bag, available in the Experience’s signature dark blue and orange palette. The whisky brand’s iconography runs throughout the collection, taking inspiration from the Striding Man’s feet and transforming them into graphic walking feet, with LOVERBOY motifs adding Scottish cultural references and visual humour. The illustrations featured on the T-shirt and tote come straight from Charles Jeffrey’s drawing process and instinctive way of building characters, with a doodled style that feels raw, spontaneous and playful. The cap and scarf spotlight illustrated footwear from shoes around Jeffrey’s studio, including claw shoes, banana boots, brogues and gully shoes. The banana boots trace back to the moment Jeffrey first encountered them at the People’s Palace, later reinterpreting them as a LOVERBOY classic, adding a layered expression of individuality, humour and forward motion.
To celebrate the partnership, a new short film, The Walk, available to watch on The Johnnie Walker Experience’s social channels, has been created starring LOVERBOY collaborator and friend Honor Swinton Byrne, who was raised in the Scottish Highlands. Shot in and around The Johnnie Walker Experience, and dressed in a mix of archive LOVERBOY and its AW26 collection, Honor moves between three Scottish-inspired archetypes created by Charles Jeffrey, each brought to life through one of the venue’s distinct settings.
Speaking of her involvement, actress Honor Swinton Byrne said: “Scotland has such a strong creative energy, where humour, history and experimentation exist side by side, and Charles is right at the forefront of that. He draws from culture with real intelligence and warmth, while constantly pushing it somewhere new. Being part of a project that celebrates this creativity and working with The Johnnie Walker Experience in a bold, contemporary way that connects fashion and storytelling, has been genuinely exciting for me.”
Erin Ramsay, Head of The Johnnie Walker Experience, said: “The Johnnie Walker Experience is about inviting people to engage with whisky and Scotland's heritage through immersion, creativity and storytelling. This collaboration brings those ideas to life through fashion, design and visual language, adding new layers to how visitors experience the space. Charles Jeffrey LOVERBOY, one of Scotland's most influential fashion designers, brings a contemporary perspective that sits naturally alongside our own, while Honor Swinton Byrne captures the individuality and confidence at the heart of our mantra ‘Do The Walk’. We’re excited to open this collaboration up to visitors and see how people engage with it in their own way.”
The limited-edition capsule includes individual pieces priced from £38 and will be available from 29 January 2026, while stocks last. Visit The Johnnie Walker Experience to discover, shop the collection and book a tour:
www.johnniewalker.com
*Brand.Source IWSR 2024
**World's Leading Spirit Tourism Experience 2025
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