I’m not exaggerating when I say Greggs has the nation on a chokehold (the vegan sausage roll actually has healing powers and once cured me from a bout of food poisoning,), so I was excited to see the bakery’s latest offering. Greggs x Primark, which comprises of Greggs café in Primark Birmingham and an 11 piece collection of clothing emblazoned with the bakery’s logo and imagery, achieves all of these things at the same time. Whether you need a ‘fit for your next staycay (complete with a service station Greggs stop-off ofc) or something to sport while you indulge in your next Steak Bake break, our collection of merch is a must-have. 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. 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.

On Monday there was great excitement when the Geordie bakers confirmed there will soon be some more sought after items for pastry lovers and fashionistas to covet. 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. Iconic brands that consumers know and love can tap into their cult-like following and give something back that their fans will find comical but also treasure. While Gucci is a specialist in luxury, North Face is a specialist in adventure and if you can tap into both of those, then you’re using your specialism and your expertise to then reach a new audience in an interesting and dynamic way,” he says. The Tottenham label Sports Banger, for instance, made a cult favourite by emblazoning the logo of the Doncaster company Heras, which makes fences used at raves and festivals, on to a T-shirt.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.

This Greggs and Primark T-shirt features a small Greggs logo on the front and stretched vertical logo design on the back. It’s this insight that Oscar Mayer leveraged when it made the decision to shoot the campaign for its ‘Hotdogger’ uniforms – worn by those operating its infamous Wienermobile – also against the backdrop of Fashion Week, this time New York. It’s the brand and all the emotional associations which come with it that, even more than the food itself, hold a special place in our hearts and minds.He adds that brand partnerships can be also used to “drive legitimacy” for businesses moving into new spaces. Now, an expert has revealed the reason why the Greggs and Primark collaboration has been such a hit. We’re delighted to bring some festive joy to Greggs fans across the UK and ‘roll’ out a new collection with something for everyone this Christmas, from a sausage roll-inspired festive jumper to cosy fur-lined clogs.

The first range of the Greggs and Primark partnership sold out almost instantly - and the second is bigger and better than before.Greggs was simply a nationwide bakery chain, known for its prized value-for-money doughnuts and whose famous sausage rolls stole the headlines. 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. If I walked into a Primark and saw this range, I’d be drawn to the trackies first, it just looks fun,” she told me – without shame.