Greggs has teased its latest collaboration with Primark which will be on sale from Tuesday November 29, 2022. The stigma associated with consuming a sausage roll out of that famous blue and white paper bag may well have disappeared for good. Fashion is about escapism, community, and perhaps even a little nostalgia for simpler times – like taking a break with a hot cheese and onion pasty. The long awaited, eagerly anticipated Greggs x Primark fashion collection finally launches on February 19. Complete with Greggs branded tracksuits, bucket hats, sliders and trainers (to name but a few), there’s no doubt you’ll be looking like a snack.

Greggs and Primark announce second fashion collection Greggs and Primark announce second fashion collection

Just as Oscar Mayer’s NYFW launch of the ‘Hotdogger’ uniform is a real-world example of its core mission of ‘sparking smiles’ and Chipotle’s avocado streetwear line (made from recycled avocado skins) reinforces its upcycling approach, the Greggs x Primark collection is an embodiment of their down-to-earth approach to both fashion and food. Our Primark X Greggs bag options make the perfect convoys to carry all your essentials (those precious pastries…) The all-over print bumbag is a festival necessity for hands-free pastry preservation as you dance the day away, while our logo print tote bag ensures you’ve always got room for your muddy must-haves. From previous client projects at ICON Printing, we know that brands with a playful tone of voice can cause a bit of a stir with logo-centric design, recognisable colour schemes and some savvy marketing to transform what is essentially very simple clothing items.

Photograph: Greggs/Primark The Greggs-Primark collaboration works ‘because British culture has a soft spot for Greggs’.

Greggs x Primark reunite for a Christmas collection

If a brand is to make the most of a clothing collab, it has to be more than a gimmick; elevating the synergies which already exist between itself and its consumer base. This use of underlying message creates a connection much stronger than advertising, with consumers (literally) able to wear your brand with pride. It is a brand that has its own superfans and, long before any official collection, independent sellers were touting earrings in the shape of sausage rolls.For Poile, “these are items that are made to be photographed and posted on social media – a bit like wearing a meme”. 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.