ÅBEN is a brewery where beer is brewed and served in the same space. Tanks hang overhead, fresh pours leave the bar, and the line between production and hospitality is deliberately blurred. Their merch needed to feel at home in that environment, both for the team who wear it throughout the day and for the visitors who choose to take a piece of ÅBEN with them.

Inside the brewery, the day moves between brewing, serving, cleaning, and preparing for the next batch. The same garments worn by the team are also sold as merch, so they need to stand up to spills, regular washing, and long shifts while still feeling considered enough to offer to customers. ÅBEN wanted pieces that could move naturally between the brewery and everyday life.

Sugarcoat created a collection of T-shirts and tote bags that match this environment. Made from 100% cotton and finished with graphics inspired by ÅBEN’s visual identity, the pieces are designed to feel familiar to the brewery rather than separate from it. Simple, durable, and easy to wear, whether behind the bar or away from it.