The collaboration launched two bold t-shirt designs in a bespoke, limited-edition ‘t-shirt in a can’ format, unveiled at a special event held at Selfridges on the 16th of February 2025.
Founded in 2015 by Merlin McCormack, Duke of London has evolved into a community of automotive, food, drink and creative culture. Now expanding its offering beyond horsepower, the team has launched a capsule clothing range that reflects the brand’s signature fusion of vintage cool and contemporary attitude.
Innovative Bespoke Packaging: Custom-Made Tins by William Say & Co
The t-shirts, printed in London and available in two unique designs, were individually packed in custom-made 99 x 180mm ring-pull tins made by William Say & Co. Each tin featured a tailored label design to deliver a tactile, playful, and memorable packaging concept, one that elevates both the product and brand. The t-shirts were sold throughout the event and are still available for sale at Duke of London’s classic and supercar site based in Brentford.
Rapid Turnaround and Efficient Production by P. Wilkinson Containers
P. Wilkinson Containers, one of the UK’s largest independent packaging firms, turned around the bespoke can concept in just ten days - from concept to delivery. The t-shirts were processed in East London, then transported and packaged on the same day at P. Wilkinson Containers’ London facility, ensuring a rapid and efficient turnaround.
Charity Event and Community Support by Duke of London
The event was such a success that Duke of London hosted a second event on Easter Sunday, continuing to sell t-shirts in a can, with all proceeds from ticket sales going to Cocoon, a charity that supports care-experienced young adults by providing practical, emotional and financial assistance.
Celebrating British Manufacturing and Creativity with P. Wilkinson Containers
Merlin McCormack, founder of Duke of London, said: “Our goal with this debut clothing drop was to design something bold, fun, and unmistakably Duke of London. Partnering with P. Wilkinson Containers gave us the freedom to try something completely fresh - the result is a t-shirt where even the packaging turns heads, all in celebration of British manufacturing and creativity.”
Stuart Wilkinson, Sales and Marketing Director at P. Wilkinson Containers, added: “This project was a fantastic opportunity to stretch the creative boundaries of our business. We’re used to our tins appearing in industrial or household settings, so seeing them reimagined for fashion was both surprising and exciting - a brilliant showcase of what British manufacturing can do.”
