The Duke of London automotive center, based in west London, has taken an unexpected step into the world of fashion. In collaboration with packaging company P. Wilkinson Containers, they launched a limited edition of T-shirts presented in customized cans in February 2025.
The initiative is part of Duke of London’s first experiment in clothing design. Founded by Merlin McCormack in 2015, the entity is known for bringing together motor enthusiasts, gastronomy, and creative culture. Their new collection seeks to reflect that same identity, combining retro with contemporary elements.
The T-shirts, made in London, were individually packaged in 99 x 180 mm ring-pull cans, manufactured by William Say & Co. Each container included a label specifically designed for this proposal, aiming to add a playful and distinctive element to both the product experience and its presentation.
The launch took place at an event in Selfridges department store, and the experience was later repeated on Easter Sunday. The profits from the tickets for this second event were donated to Cocoon, a charity that supports young people with experience in the state care system.
The production of the cans was managed within ten days by P. Wilkinson Containers, one of the largest independent packaging companies in the UK. The T-shirt was printed in East London and packaged on the same day at the company’s facilities.
This collaboration reflects an unconventional use of metal packaging, moving away from the industrial sphere and exploring new possibilities in sectors such as fashion and design.
