LONDON — Irish menswear designer Robyn Lynch, who has been cleverly celebrating various aspects of Irish culture in her modern, sportswear-inspired designs, on Saturday will launch an exclusive collection for local retail establishment Brown Thomas with an in-store installation where garments are hung mid-air on scaffolding-like structures, evoking the shape of a human.
According to Lynch, Brown Thomas has been a longtime supporter of her work from the very beginning of her career, not long after she graduated from the Royal College of Art in London, which was before the COVID-19 pandemic.
She said the exclusive collection was the result of an organic conversation that’s been going on for two years.
“It felt like the right time. In the current market, I think it’s more important than ever for retailers and independent brands to build meaningful collaborations. It’s not just about stocking a collection, but about helping to put the right foundations in place to make that collection work,” said Lynch.
The Robyn Lynch x Brown Thomas installation.
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A key differentiator from the traditional wholesale model is that this project came with a proper payment structure, the designer said. Brown Thomas also offered valuable insight on things like market appetite, product positioning and pricing as she developed the collection.
“It felt like a real collaboration, with practical support and honest conversations that actually helped shape the collection. There’s a real appetite from Irish consumers to support local design at the moment, and returning to Brown Thomas felt like the right way to meet that demand,” she added.
Lynch’s brand was stocked at the store before the COVID-19 shutdown. This time, the designer said she has grown a lot as a designer, as well as a business.
“The product development has evolved, and I’ve worked hard on refining our manufacturing process so we can offer more competitive pricing without losing what makes the brand special. Brown Thomas has been a consistent supporter of Irish designers over the years, and being back in-store now feels particularly special. That sense of Irish pride that drove me when I launched the brand in 2019 is really gaining momentum, and it’s great to be part of that conversation while still staying connected to where it all started,” she said.
Founded in 1848, Brown Thomas is one of Ireland’s oldest upmarket retailers. It operates two locations in Dublin, as well as one each in Cork, Galway and Limerick. The exclusive collection will be available in Dublin and Cork, as well as on Robyn Lynch’s official website.
Together with fellow luxury retailer Arnotts, it forms part of the Selfridges Group, which is owned by Thailand’s Central Group and Saudi Arabia’s Public Investment Fund.
Donald McDonald, chief executive officer of Brown Thomas Arnotts, said supporting local talent is part of the Brown Thomas DNA.
“As Ireland’s leading luxury retailer, we’ve long been a platform where heritage meets innovation. Championing homegrown designers reinforces our commitment to Ireland’s cultural and fashion identity, while bringing fresh, relevant perspectives to our customers,” said McDonald.
A piece from the Robyn Lynch x Brown Thomas collection.
He hails Lynch as an incredible force in the industry for her “remarkable ability to blend heritage with contemporary design. “She reimagines Irishness through a modern lens — something we know will resonate deeply with our customers,” McDonald added.
According to Lynch, the collection serves as a demonstration of her hands-on, process-led approach to men’s design and is filled with subtle nods to Ireland. The serpentine letterforms seen across the collection, for example, nod to Ireland’s calligraphic heritage. Then there are motifs in the shape of an Ireland map, and distorted football shirts, a homage to her father’s soccer past.
A piece from the Robyn Lynch x Brown Thomas collection.
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She also worked with large-scale screen printing for the first time for a pair of linen trousers, and explored sublimation printing directly onto garments, which creates unique one-off folds and markings.
“There’s also laser-etched denim, embroidery detailing and some great accessible pieces like the caps, which make for a fun entry point into the collection. Overall, I’ve been working closely with my suppliers to push the techniques we use and find new ways to develop the fabrics,” she added.
The Dublin-born Lynch made her London Fashion Week runway return in 2022 with a collaboration with the outdoor brand Columbia. The same year, she was nominated as one of the eight brands competing for the 2023 International Woolmark Prize. Last year, she unveiled an upcycled capsule with Irish flair as part of a collaboration with C.P. Company at her fall 2024 runway show.
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