PizzaExpress launches fashion line to celebrate 60 years

PizzaExpress marks its milestone 60th birthday this month, fusing fashion, food and culture with the launch of the Icons Collection.

In 1965, after its founder, Peter Boizot, returned from Italy and struggled to find authentic pizza in London, he created the first PizzaExpress in Soho. The fashion line, co-created with AGRO Studio, pays tribute to the success the brand has seen since. 

Six decades in the game

The icons collection showcases nine limited-edition items, including the Icon Bag – a statement accessory and homage to the PizzaExpress Dough Balls, the brand's most beloved menu item. 

Another standout piece is the Icon Jacket – a one-of-a-kind item handcrafted in London. It features bespoke design details like embroidered nods to PizzaExpress's original Wardour Street restaurant, statement passata cans and a map of Soho. 

PizzaExpress CEO Paula MacKenzie comments: "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?”

The collection is available to purchase via the PizzaExpress TikTok Shop and in select restaurants across London, Birmingham and Manchester from 3 April, and Brighton and Edinburgh from Friday 4 April. What’s more, select items from the collection will feature a QR code on the tag, instantly elevating customers to Gold status in its PizzaExpress Club loyalty programme.

To coincide with the Icons Collection launch, PizzaExpress has introduced a new celebratory menu with innovative takes on classic dishes, including its fiery Blazing Dough Balls and Queen Margherita pizza with creamy burrata. The brand will also be serving its classic pizzas at original prices for one hour only on Thursday, 27 March, with customers able to enjoy an American pizza for just 45 pence. Full information can be found here.

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