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

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Collaborating with a lifestyle brand such as Hype allowed us to cut through and drive fame by embedding our brand at the heart of culture” she says. But it turned out to be a stroke of marketing genius that got people talking and paved the way for Greggs to announce its clothing range with high street giant Primark. While in the fashion industry brands have been grabbing attention through collaborations for years, recent times have seen some more unexpected tie-ups. We said, if we wanted to do a partnership then we wanted to throw out the fashion rulebook, we wanted to partner with a brand that would create a lot of conversations, but where people just wouldn’t see it coming,” says Primark’s head of innovation and future trends, Jermaine Lapwood.

The errant baked goods prompted a lot of speculation about the collaboration on social media at the weekend. Primark in Northumberland Street, Newcastle, opens at 8am on Tuesday November 29, when the Greggs Christmas range will go on sale. It seems somehow fitting that news of Primark’s collaboration with Greggs first appeared in the form of a prank or a hilarious accident.With designer brands such as Conner Ives, Simone Rocha and Preen by Thornton Bregazzi in London at the same time to launch collections at London Fashion Week, it will be certainly interesting to see how the juxtaposition of the Greggs x Primark fashion launch plays out. Of course, these clothing lines may only be a bit of fun for brands, but they serve a function too by tapping into shared emotional space that they, fundamentally, have a right to occupy. For luxury brands like Gucci, collaborations with Adidas and outdoor brand The North Face has enabled the fashion house to introduce itself to people outside its existing audience, says Lees. When news of a Primark and Greggs link-up landed in our inboxes, I thought “how totally random”, but not one to shy away from ironic brand merch (the KFC bucket hat is sartorial gold), I decided to head on down to the launch. To say you’d wear a Greggs T-shirt but not a Loewe sweatshirt is empowering and shows you don’t just follow the pack, you’re creating one that aligns more with you and your group’s values and mentality.

Primark’s social media account also mysteriously displayed a Greggs receipt alongside a quizzical emoji. News of the collaboration has received a mixed response on social media, leaving some baffled and others excited. Shoutout to whichever stone cold legend at Newcastle Primark has accidentally left a load of Greggs in the window display” tweeted one passer-by, on observing the pastries perched alongside the mannequins or in the pockets of their shirts and bags. Gucci launched a first iteration of its collaboration with The North Face in January 2021, before releasing the second in January 2022. We’re proud to offer exclusive ranges with some of the nation's favourite brands and are excited to team up again with an iconic brand like Greggs.

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. Take your pick from logo tees, sweatshirts and hoodies and wear your love of the tasty treat purveyors with pride. 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’. To celebrate the new range, Greggs and Primark have opened a fashion boutique in Soho, London, offering fans an exclusive ‘first look’ at the collection and a chance to get their hands on free samples before the rest of the nation.

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. After dropping a collab in February, Greggs and Primark are back with a wider selection of Greggs-branded clothing. Luckily for Greggs, they have a tongue-in-cheek persona that doesn’t take itself too seriously and it’s paid off for the brand.Last week, cult brand Greggs went viral with the ‘tasty’ launch of a clothing collab between itself and fellow high-street icon Primark. 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. We’re excited to team up with Primark once again to deliver more fun and unique pieces that Greggs fans will wear with pride across the summer and beyond. In a limited run earlier this year, it proved so popular that there were queues around the block and in just three days shelves were bare.

Now, we get our first peak at the clothes in the range – including socks adorned with sausage rolls and hoodies emblazoned with the famous Greggs logo.Greggs and Primark are at it again as the food and fashion chain team up for a Christmas-themed collaboration. The starting point for Primark in approaching its collaboration with Greggs was also creating joy among its consumers. The 130-seater café, which opened this weekend, offers a menu of the bakery’s most popular items, such as its sausage rolls, bakes, pizza and sweet treats. She describes how the two brands “dated” for a time before deciding to embark on the collaboration to ensure they were a right fit for each other. I’m that person in my friend group who does outrageous things so they wouldn’t be surprised if I rocked up in a Greggs ensemble.