Greggs Sandals Footwear Slingback Clogs Size 8 Primark Black Faux Fur-Lined

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The hype was to create impact for the launch of a planned fashion line on 19 February, coinciding with London Fashion Week. Greggs does great value, quality foods and we do great value, quality fashion. Jermaine Lapwood, Primark

When Greggs sausage rolls appeared in the window display of Newcastle's Primark store earlier this month most people thought it was a hilarious joke.The highly anticipated 11-piece clothing range will go on sale across 60 Primark stores on Saturday with the pair also opening up a pop-up boutique on Dean Street in London’s Soho ahead of the collection’s launch. Tim Kelly, the director of new business development at Primark, said the retailer was looking to team with brands “we know [our customers] love” on clothing ranges and in-store experiences. The clothing line developed between the two brands will include 11 pieces sold across sixty stores. Greggs business development director, Raymond Reynolds explained that customers had “continually asked” for Greggs branded clothing. He highlights that now: “Fans can quite literally show their love for Greggs on their sleeves.” Take a look at the full collection below and see if there’s anything you’ll be rushing to buy this weekend.

Critically, both Greggs and Primark know what they are not: aspirational or high fashion. This self-awareness is essential to ensuring that anything they launch, outside of business-as-usual products, remains authentic and keeps the public ’in on the joke’. Streetwear lines from unexpected brands work best when they poke fun at a fashion industry, which can often take itself too seriously. Some potential partnerships you should be fine with saying: ‘Actually, whilst that would drive sales and it might lift our equity score, it doesn’t feel right,’” says Thorpe.Greggs has yet to reveal the clothing line, and whether it will feature prints of its iconic baked goods, however one PR image shows a simple hoodie featuring the Greggs logo. The limited-edition range of 11 pieces will be available in 60 stores. Greggs and Primark will open a pop-up boutique in Soho between 17 and 18 February to “offer eager fashionistas the chance to get their hands on some of the new collection before the rest of the nation”, with two pieces available for free to those who manage to secure a slot when bookings open on 10 February. Violence never results in peace and the first step to a two-state solution is to end it 01 November, 2023 AI summit is Sunak’s finest hour 01 November, 2023 Why birdwatching is the perfect hobby for Gen Z 01 November, 2023 It’s seen as an unpretentious and affordable brand,” says Poile, “and people want to align themselves with that everyday quality.” This is perhaps particularly true at a time when national discourse is dominated by talk of elitism; a bumbag with a sausage roll on it couldn’t be further from a prime ministerial hopeful wearing Prada loafers if it tried.

He adds that brand partnerships can be also used to “drive legitimacy” for businesses moving into new spaces. He gives the example of Beyond Meat partnering with McDonald’s on its McPlant burger. That collaboration helps lend more credibility to McDonald’s by borrowing Beyond Meat’s expertise, Lees explains.Taking such an approach also enables both brands to capitalize on the ‘hype’ of being limited and to benefit from the halo effect of exclusivity previously reserved for achingly cool brands like Supreme. You can’t buy these collections in the traditional sense, but you can ‘cop’ them through fervent dedication to the brand. This subtle dig at the growing ‘uncoolness’ of millennial hype culture – scorned by Gen Z, who prefer unfiltered to curated feeds – is also cognizant of the fact the hierarchy of what’s in and what’s not is shifting. This use of underlying message creates a connection much stronger than advertising, with consumers (literally) able to wear your brand with pride. Which is why this will work so well for Greggs and Primark. Two iconic British brands that are the epitome of the high-street, with a shared grab-and-go culture, the collection works to subtly reinforce a brand message for both and win the hearts and minds of consumers in a new and exciting way. Now, an expert has revealed the reason why the Greggs and Primark collaboration has been such a hit. Set to launch right on the doorstep of London Fashion Week later this month, the Greggs x Primark clothing collection adeptly flips the narrative of what it takes to look good, enabling those who may traditionally have been excluded from the exclusive world of high-fashion to get their own taste of the action in a way that works for them. The sell out success of the KFC x Hype and Greggs x Primark collaborations shows brands do not necessarily have to be from the same world to partner successfully. However, Lees advises brands should think about the “synergies” between themselves and prospective partners.