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The highly anticipated 11-piece clothing range will go on sale across 60 Primark stores on Saturday with the pair also opening up a pop-up boutique on Dean Street in London’s Soho ahead of the collection’s launch. Those wearing the Greggs label ‘can poke fun at high fashion and be proud of who they are’. Photograph: Greggs/Primark It’s seen as an unpretentious and affordable brand,” says Poile, “and people want to align themselves with that everyday quality.” This is perhaps particularly true at a time when national discourse is dominated by talk of elitism; a bumbag with a sausage roll on it couldn’t be further from a prime ministerial hopeful wearing Prada loafers if it tried.

Greggs launch Croc dupe in latest Primark drop

The new Greggs X Primark range will go on sale on Friday August 5. It will be available from Primark stores nationwide. How long will Greggs x Primark's range be on sale for? While this trend is only in its infancy in the UK, collaborations between FMCG, F&B or CPG brands and the world of fashion have become almost de rigueur over the pond. From Panera’s ‘soup’ swimsuits and SunnyD’s bold bobble hats, to the release of Oscar Mayer’s revamped ‘Hotdogger’ uniforms to the public [which BrandOpus worked on], the ‘merchi-fication’ of brands is one of the more humorous marketing trends to evolve in the last few years.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. Taking such an approach also enables both brands to capitalize on the ‘hype’ of being limited and to benefit from the halo effect of exclusivity previously reserved for achingly cool brands like Supreme. You can’t buy these collections in the traditional sense, but you can ‘cop’ them through fervent dedication to the brand. 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. Customers around the country will be able to get their hands on the latest collection, as it will be sold at Primark stores nationwide. But there will be an early pre-sale in Greggs' hometown of Newcastle. The clothing line developed between the two brands will include 11 pieces sold across sixty stores. Greggs business development director, Raymond Reynolds explained that customers had “continually asked” for Greggs branded clothing. He highlights that now: “Fans can quite literally show their love for Greggs on their sleeves.”

Greggs and Primark second collection Tasty festival fits: See the Greggs and Primark second collection

Critically, both Greggs and Primark know what they are not: aspirational or high fashion. 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’. Streetwear lines from unexpected brands work best when they poke fun at a fashion industry, which can often take itself too seriously. The hype was to create impact for the launch of a planned fashion line on 19 February, coinciding with London Fashion Week.A pop-up boutique will also support the partnership and open in Soho, London on 17 - 18 February to “offer eager fashionistas the chance to get their hands on some of the new collection before the rest of the nation”. Now, an expert has revealed the reason why the Greggs and Primark collaboration has been such a hit. Take a look at the full collection below and see if there’s anything you’ll be rushing to buy this weekend. But despite the frivolity at its core, there is function to these tie-ups too – and therefore significant brand value in pursuing them, so long as you bear the following in mind: Leave ‘serious’ at the door

Greggs x Primark: A Brand Partnership Made In Oven - Forbes Greggs x Primark: A Brand Partnership Made In Oven - Forbes

Alex Econs, merchandising expert and founder of printing company, ICON Printing, said: "With a large number of merch released over the past year and from the news coverage and social media storm we’ve seen it generate, it’s undeniably a great marketing tactic for brands. Seemingly unlikely partnerships are the bread and butter of fashion collaborations. “Whether it’s Burberry x Vivienne Westwood, Supreme x Louis Vuitton or Balenciaga x The Simpsons, it’s all about catching the customer unawares,” says Anthony McGrath, course leader in fashion marketing at London College of Fashion and founder of the Men’s Style Blog. Primark does not have an online store, so the official range will only be available to buy at physical stores and at pre-sale events. When is the Gregg x Primark presale in Newcastle? A seemingly unlikely collaboration, but one that made perfect sense to the city's Greggs fans who excitedly bought up the entire range within hours of it going on sale in Newcastle on Saturday, February 19. When Greggs sausage rolls appeared in the window display of Newcastle's Primark store earlier this month most people thought it was a hilarious joke.The same has not always been said of Primark, which does not pay the “real living wage” in the UK and has been criticised for alleged maltreatment of garment workers abroad. But it is the Greggs name that will appear on the clothing for all to see. By redesigning and relaunching the uniforms as part of a subversive ’Street Meats’ collection, we were able to elevate what was already a core asset for the brand into a modern and future-facing piece of collateral that could be used to connect with younger audiences in an authentic way. Repurpose old ‘hype’ tactics to create a new kind of cool

Greggs and Primark on a roll with second fashion collaboration Greggs and Primark on a roll with second fashion collaboration

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. Picture this… an official Greggs Christmas Jumper, Bobble Hat, stationery and all of the Greggs loungewear you could ever want. It really is a Christmas miracle. The energetic launch video to announce the partnership promised:“One does tidy food, one does tidy fashion. Together we’re unstoppable.” What are your opinions on this collaboration, will you be rushing to a Primark near you to buy something? Hold on to your Steak Bakes, because Greggs and Primark are reuniting once again for a Christmas collection.We’ve even thrown in a Sausage Roll Hooded Throw, so get ready for golden Greggs-style chill sessions. Primark’s social media account also mysteriously displayed a Greggs receipt alongside a quizzical emoji. This use of underlying message creates a connection much stronger than advertising, with consumers (literally) able to wear your brand with pride. Which is why this will work so well for Greggs and Primark. Two iconic British brands that are the epitome of the high-street, with a shared grab-and-go culture, the collection works to subtly reinforce a brand message for both and win the hearts and minds of consumers in a new and exciting way. Greggs is also, unusually, seen as a brand worth its salt. “Despite being a large chain in the UK, it still manages to project a sort of humble egalitarianism,” says Matthew Whitehouse, editor of the iconic youth culture magazine The Face. “To paraphrase Andy Warhol, a steak bake is a steak bake.” Plus, he says, citing staff bonuses and free breakfasts for primary schoolchildren, “it appears to be a really brilliantly run company.”