HB is celebrating its centenary by launching a limited-edition jersey collection, in collaboration with Irish designer Gan Stró. This commemorates "the brand’s place in Irish summers, family traditions and the small everyday moments people tend to remember". "The collaboration feels authentic as both brands celebrate modern Irish culture while embracing nostalgia. Darren Mooney of Gan Stró added: “HB ice creams were central to growing up in Ireland. Everyone has an ice cream they remember, a wrapper they recognise or a favourite they will defend forever.