Krispy Kreme and Primark have unveiled a new collaboration featuring fashion, sleepwear and accessories.
Following an exclusive preview event held at the flagship Krispy Kreme Oxford Street shop over the weekend, the 19-piece collection has now officially hit Primark stores across the country.
From streetwear favourites to pyjamas for cosy nights in, the exclusive collection is perfect for the 78% of Gen Z’s (under 28s polled) opting for comfort when it comes to ‘bringing the drip’, with a third saying the baggy look is ‘more stylish’.
In fact, the research revealed that Gen Z are the undisputed ‘comfy generation’, with 67% having even worn a hoodie on a night out and 37% saying wearing heels to the club is a massive ick, with a further 66% preferring a comfier option.
Hot ticket items from the collection include the Krispy Kreme x Primark sliders – perfect for the 23% of Gen Zs who admit to wearing sliders and socks more than twice a week, on average – plus a rucksack and bucket hat, which is expected to be seen at festivals across the UK this summer.
“We know that Gen Z want to be comfortable, whether they’re working or socialising,” commented Guy Meakin, president at Krispy Kreme UK. “We’re incredibly excited to partner with Primark on this exclusive collection in the UK. Both brands have such a strong presence on the high street, often neighbouring each other, so this gives fans of the brands the chance to glaze themselves from top to bottom with the Krispy Kreme x Primark collection.”
Sarah Jackson, director of licensing at Primark, continued: “At Primark, we’re always looking to create unique in-store experiences and offer exclusive collections that our customers won’t find anywhere else. We’re thrilled to partner with Krispy Kreme, bringing together two iconic brands in a fresh and exciting way. We can’t wait to see our customers serve up some amazing looks with this collection.”
To further sweeten the collaboration, Krispy Kreme will be offering anyone donning pieces from the collection 20% off any purchase at Krispy Kreme shops across the country until 8 May. Simply head into a nearby Krispy Kreme wearing a piece from the collection and say ‘Delicious Fashion’ to claim.
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow us on LinkedIn and on Instagram (@licensing_source).
