Greggs and Primark on a roll with a second fashion collaboration

The name of a sausage roll vendor might not seem like an obvious choice to consumers looking for fashionable novelties, but Greggs once again proves its sartorial credentials with a second collaboration with Primark. Buckets, bumbags, cycling shorts and hoodies emblazoned with the steak vendor's name will go on sale at Primark from August 5.

Retailers hope to match the success of their first collaboration, which went on sale in February and reportedly sold for three times its original price on eBay within a week.

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 surprising the customer," says Anthony McGrath, head of the fashion marketing course at the London College of Fashion. and founder of the Men's Style Blog.< /p>

This is the latest in a series of corporate logos that have ironically made their way onto clothing in recent years. In luxury fashion, items that mimic the look of a bootleg fetch sky-high prices - from Vetements' now infamous 2016 t-shirt which featured the logo of global logistics company DHL and sold for £185, to a Balenciaga bag that looked a lot like Ikea's practical blue Frakta bag but retailed for over £1,500 instead of 50p - wearers hoping to communicate a savvy wink through their wardrobes.

In the world of streetwear, labels have also been revisiting the taste of the 90s for several years to take up everyday logos and rework them. Tottenham's Sports label Banger, for example, made it a cult favorite by sporting the logo of Doncaster's Heras company, which makes fencing used at raves and festivals, on a T-shirt.

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