PizzaExpress launches fashion line in 60th anniversary celebrations

PizzaExpress is marking its 60th birthday this month with the launch of a fashion line called the Icons Collection.

The clothing and accessories were created with London-based Agro Studio and comprise nine limited edition items, from bag charms inspired by the brand’s garlic butter to a patchwork jacket.

Every piece incorporates PizzaExpress’ brand identity, such as black and white stripes, and is available for both adults and children.

Within the collection, the Icon Bag is a homage to the chain’s dough balls, while the Icon Jacket incorporates design details such as embroidered nods to PizzaExpress’ original Wardour Street restaurant, passata cans and a map of Soho in London, where the brand originated.

Paula MacKenzie, chief executive at PizzaExpress, said: "PizzaExpress is proud to be one of the nation’s most loved high-street brands, famous for black and white stripes, an iconic menu and timeless style, so we wanted to celebrate in a way that’s as bold and fun as the brand. The Icons Collection brings our most-loved ingredients and signature style to life in a whole new way – because who wouldn’t want to wear their love for dough balls?”

George Oxby and Angus Cockram, co-directors at Agro Studio, added: “It’s an honour to have been invited by PizzaExpress to re-imagine the brand’s rich history through a modern, fashion-forward lens – taking inspiration from streetwear, luxury streetwear and contemporary design. From dough ball-inspired clutches to statement-worthy jackets, every piece in the collection celebrates the brand’s legacy in a way that’s playful, stylish and unmistakably PizzaExpress.”

The Icons Collection is available to purchase via the PizzaExpress TikTok shop and in select restaurants across London, Birmingham and Manchester from 3 April and in Brighton and Edinburgh from Friday 4 April.

The 60th anniversary celebrations also involve the chain bringing back 1965 prices for a limited period. Today (27 March) between 5-6pm, PizzaExpress sites will be selling Margherita pizzas for 33p and the American, American Hot and La Reine for 45p. A 1965 two-course set menu will be offered for £19.65 until tomorrow (28 March).

Earlier this month it was revealed that PizzaExpress shareholder Bain Capital Special Situations is to pump £30m into the business as part of a refinancing package to help it weather the slump in the casual dining sector.

The chain intends to open its first US restaurant in Florida this year.