Krispy Kreme and Primark Unveil Exclusive Doughnut-Inspired Fashion Collection

Krispy Kreme and Primark have joined forces to launch a unique doughnut-themed fashion and accessories collection, blending comfort with playful style.

The collaboration features a range of items, including backpacks, sliders, bucket hats, and t-shirts, catering to diverse wardrobe needs. Available at Primark stores nationwide, the collection will remain on sale until May 8.

The partnership aligns with shifting fashion preferences among Gen Z consumers, who increasingly prioritize comfort and individuality. A recent survey of 2,000 adults revealed that 67% of Gen Z have worn hoodies for nights out, while 78% favor oversized and relaxed clothing.

Bucket hats also emerged as a festival staple for this generation, with 44% considering them essential compared to just 24% of Gen X.

To celebrate the launch, Krispy Kreme hosted a vibrant "Kosy Rave" at its flagship Oxford Street store. The event featured DJ Woody Cook and highlighted the collection's fun and casual appeal.

Guy Meakin, President of Krispy Kreme UK, expressed enthusiasm about the collaboration: “Both brands have a strong presence on the high street, often side by side. This collection allows fans to ‘glaze’ themselves from head to toe.”

The survey also shed light on Gen Z's evolving social habits. While many prefer cozy nights in with friends over clubbing (67%), those who do venture out embrace more casual attire. Additionally, 68% noted reduced pressure to dress formally compared to five or ten years ago.

Primark is equally excited about the partnership. Sarah Jackson, Director of Licensing at Primark, stated: “We’re thrilled to partner with Krispy Kreme to bring two iconic brands together in an innovative way. We can’t wait to see our customers styling these exclusive pieces.”

Fans of the collection can enjoy an added bonus: Krispy Kreme is offering a 20% discount in its stores for customers wearing items from the new line. With Gen Z also valuing sweet treats during shopping trips—68% consider them essential—this collaboration seamlessly combines fashion with indulgence.

This partnership reflects broader trends in Gen Z fashion, which emphasize comfort, nostalgia-driven styles like bucket hats, and bold self-expression.

As both brands continue to innovate in their respective industries, this collection offers a fresh take on merging food culture with contemporary fashion.