johnnie walker experience x charles jeffrey loverboy

The Johnnie Walker Experience in Edinburgh is hosting a new creative project with the Scottish fashion label Charles Jeffrey LOVERBOY. This partnership celebrates modern Scottish culture through a limited-edition accessory collection and a series of illustrations displayed within the flagship venue. Known for his playful approach to design, Jeffrey has created pieces that draw on local heritage while maintaining the irreverent energy of his brand. The capsule is available exclusively at the eight-floor destination on Princes Street.

Jeffrey used the history of Johnnie Walker as a starting point to develop items that feel undoubtedly personal. The collection includes a cap, scarf, T-shirt and tote bag designed in the signature blue and orange palette of the brand. These pieces feature a graphic interpretation of the iconic Striding Man’s feet alongside doodles and illustrations of footwear from Jeffrey’s own studio. These include the famous banana boots, which Jeffrey first encountered at the People’s Palace in Glasgow and later made a staple of the LOVERBOY brand. 

“I’m drawn to brands that aren’t afraid to break rules and evolve while still honouring where they’ve come from,” Jeffrey says. He describes the items as objects with stories that feel expressive and in motion.

The project is accompanied by a short film titled ‘The Walk,’ featuring actress Honor Swinton Byrne. Raised in the Scottish Highlands, Swinton Byrne moves through three distinct archetypes: the Sartorialist, the Siren and the Rebel. 

The Sartorialist focuses on Highland tailoring and structure, filmed on the central staircase and in the Grocer’s Sensorium. This space acts as a modern reimagining of the original Johnnie Walker grocery store and provides an atmospheric setting for sharper silhouettes. The Siren draws on Celtic mythology and romantic folklore, with scenes captured along Princes Street and on the 1820 Rooftop Bar terrace, which offers panoramic views of Edinburgh Castle. Finally, The Rebel reflects the punk attitude and nightlife connections of the LOVERBOY label, filmed within the Landscape of Flavour room, where bold sensory cues and mesmerising colours dominate the environment.

 

Swinton Byrne explains that she was excited to be part of a project that connects fashion and storytelling in a bold way. “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.”

Erin Ramsay, the Head of the Johnnie Walker Experience, suggests that the addition of Jeffrey’s contemporary perspective adds new layers to the visitor experience. Since opening in 2021, the venue has attracted over one and a half million visitors and has been recognised as a leading destination for spirit tourism. The mission of the flagship remains the introduction of Scotch whisky to a diverse audience, a goal reflected in the fact that nearly half of its visitors are women and the average age is thirty-nine.

Visitors to the venue can also experience a new limited-time serve called ‘The Loverboy’ at the 1820 Rooftop Bar. This specially curated drink complements the launch of the capsule collection and the wider celebration of Scottish creativity. Every element of the collaboration, from the hand-drawn illustrations to the meticulously staged film, seeks to invite people to engage with whisky in their own way.

The limited-edition pieces are available exclusively at the Edinburgh flagship while stocks last, marking a new chapter for the venue as it continues to invest in the future of Scottish tourism and culture. Find out more here.

photography. courtesy of Charles Jeffrey LOVERBOY
words. Gennaro Costanzo