Primark has joined forces with Krispy Kreme for a sweet new clothing collection. The collaboration includes doughnut-styled t-shirts, sliders, bucket hats, and backpacks
In a delightful twist, Krispy Kreme and Primark have teamed up for an unexpected collaboration that’s sure to thrill fans of both fashion and doughnuts. This unique partnership comes amidst a shift in fashion trends, largely driven by Gen Z’s inclination towards comfort and practicality.
A study commissioned by Krispy Kreme has unveiled changing attitudes towards style and socialising, indicating that today’s younger consumers are less interested in formal clothing and prioritise comfort. What’s more, seven out of ten young people agree that there’s less pressure to dress up when hanging out with friends compared to five or ten years ago.
The result is a playful, doughnut-inspired range of sleepwear and accessories. The exclusive line features everything from cosy doughnut-themed t-shirts, sliders, bucket hats, and backpacks. However, they will only be available in Primark stores until 8th May, giving shoppers a limited window to grab these goodies.
Guy Meakin, president of Krispy Kreme UK, who commissioned the research, expressed his enthusiasm: “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 collection.”
A whopping 67% of Gen Z, roughly between 13-28 years, have confessed to donning hoodies for their nights on the town, signalling a more chilled and carefree attitude towards getting dolled up for social events. A third of even went as far as saying this laid-back style isn’t just comfier but actually more fashionable.
A solid four out of ten said wearing heels to a club would be a massive “ick.” Instead, a hefty 66% of those polled admitted they’re all about comfort footwear, like sliders, which are a standout in the new Krispy Kreme x Primark range.
Unsurprisingly, the same study also showed that today’s young’uns are less likely to go “out-out” in the traditional sense, with 67% of Gen Z favouring a cosy night in with mates over hitting up packed, noisy clubs. This trend towards comfort and a more relaxed vibe makes the collab between Krispy Kreme and Primark feel even more timely.
To launch the new collection, the doughnut company hosted a ‘Kosy Rave’ at their flagship shop on Oxford Street, with DJ Woody Cook, a self-proclaimed ‘all round silly man’, performing.
As a bonus, as the doughnut firm will be treating fans to a 20% discount in its stores for those sporting an item from the new range.
Sarah Jackson, director of licensing at Primark, said: “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, and can’t wait to see our customers serve up some amazing looks with this collection.”