Primark shoppers are buzzing over a new clothing launch that has sparked mixed reactions across social media. The high-street fashion giant has unveiled an unexpected collaboration with popular doughnut brand Krispy Kreme, leaving customers both amused and confused.
The surprise collection hit store shelves over the weekend and quickly became a trending topic. Known for its bold and sometimes quirky brand partnerships, Primark’s latest move pairs fashion with food, offering a Krispy Kreme-themed range that includes matching apparel and accessories.
The exclusive line, designed with doughnut enthusiasts in mind, features vibrant Krispy Kreme logos and sweet-themed prints. Primark’s Liverpool branch showcased the collection on social media, giving fans a glimpse of the limited-edition pieces, including t-shirts, socks, and bags sporting the doughnut chain’s iconic imagery.
Among the standout items is a reversible bucket hat priced at £8, perfect for summer wear. It features Krispy Kreme’s signature green hue on one side and a doughnut-themed print on the reverse. The Mirror reported on additional highlights such as £12 sliders in the brand’s recognizable colors and a simpler £3.50 toe-post sandal adorned with doughnut designs.
While some customers are eager to indulge in this sugary fashion trend, others remain skeptical. The collection has generated polarized responses online.
One excited fan exclaimed, “Love it!” while another expressed confusion, stating, “I just don’t understand!” Another commenter joked, “I work at Krispy Kreme and this would be a better uniform! Would be a lot cooler in the summer too.”
Others were more critical of the collaboration. “So I can walk around looking like I work there?” questioned one user. Another asked bluntly, “But why?”
A familiar comparison also emerged, as one person wrote, “It’s Greggs all over again!” referencing a previous collaboration between Primark and the UK bakery chain. However, a different shopper countered, “Definitely an improvement from Greggs merch!”
For now, the Krispy Kreme x Primark collection is available exclusively in physical stores, not online. Shoppers hoping to snag items must visit their nearest Primark location. The brand’s store locator tool can help customers find the closest outlet.
Primark has also announced that it plans to roll out its Click & Collect service to all 186 stores across Great Britain by this summer. Once available, customers will be able to shop the collection online and pick up their orders in-store within two days.
Fashion lovers are advised to stay tuned for updates on whether the Krispy Kreme range will eventually make its way to the Primark website.
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