This week, Primark and Greggs revealed they were teaming up for a limited-edition collaboration. Retail Week takes a look at some of the more memorable retail partnerships from around the world.

When mannequins in Primark window displays were spotted with Greggs favourites such as vegan sausage rolls and steak bakes last weekend, shoppers immediately turned to social media to discuss.

It eventually became clear that the presence of the bakery chain’s snacks was no accident – Primark and Greggs had joined forces to create a clothing range and an in-store cafe in Birmingham.

While the Primark and Greggs collaboration may have dominated headlines, it is far from the first surprising collaboration between retail brands. Here are a few of the most intriguing partnerships that have emerged in recent years. 

Yeezy x Gap

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Gap saw a surge in demand for the Yeezy hoodie

In 2020, rapper Kanye West announced a new brand collaboration. This was far from West’s first foray into the world of fashion – he had previously designed streetwear, as well as sneakers for Adidas, which had all become instant bestsellers.

However, this 10-year deal was with a more unlikely partner: the traditional US clothing brand Gap.

West’s arrival in Gap promised more opportunities for fans who could not afford or secure items from his previous ‘drops’. From a brand perspective, the Yeezy Gap label would help bring Gap to the forefront of a new customer’s mind.

While the collaboration has only yielded two items so far, the Yeezy Gap hoodie and puffer jacket both experienced a surge in demand, with Gap reissuing both garments to match customer appetite. 

Yeezy Gap sales are not disclosed by the brand, but Gap’s chief executive Sonia Syngal said last year that 75% of those who pre-ordered the puffer jacket were first-time Gap shoppers.

Off-White x Ikea

Streetwear brand Off-White teamed up with Ikea for a collection that differed hugely from Ikea’s traditionally minimalist offerings.

Designed by the late Virgil Abloh, the creative director of Off-White and artistic director for Louis Vuitton at the time, the collection marked a new chapter for the designer, who also held a master’s degree in architecture.

In fact, Abloh told Dazed in 2019: “I believe being a fashion designer is selling it short if it’s just limited to making clothes.”

The 15-piece collection of items was instantly sought after, including a clock with ‘TEMPORARY’ written across the face, a green rug featuring a ‘WET GRASS’ slogan and a chair with a doorstop attached to one leg.

Fans queued overnight outside the Wembley, London, branch of Ikea to be the first to gain access to the collection when it eventually launched in 2019, with Ikea providing sofas for those waiting. When free tickets for the opening day were released, they sold out in five minutes. 

Even today, more than two years later, items from the collection are available for resale for over 15 times the original retail price.

 

The North Face x Gucci

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Gucci and The North Face collaborated on a clothing range 

The North Face and Gucci have joined forces to create collections that embrace the strengths of both brands. The unlikely duo teamed up to create items such as boots, dungarees, trousers, puffer jackets and even a sleeping bag and tent. 

The garments combine Gucci’s famous prints with the performance technology shoppers have come to expect from The North Face.

While the combination of the US outdoor brand and the Italian fashion house was initially surprising, the shared ethos of both made the collaboration possible – both companies share an interest in sustainable initiatives.

Gucci produced an Off the Grid collection made of recycled or regenerated materials, while The North Face has introduced three sustainability programmes designed to extend the life of its products.

The first collection was so in demand that Gucci’s website allegedly crashed for 10 minutes once it went live, while the brands brought an equally surprising personality on board to front the second collection: popular TikTok star Francis Bourgeois, who spends his time trainspotting. 

Smeg x D&G

Household appliances brand Smeg joined forces with another Italian fashion house, Dolce & Gabbana, on a joint project entitled Made in Italy.

The result was a series of kitchen appliances, from toasters to kettles and even coffee machines, featuring bright designs by D&G and technology by Smeg.

The first collection in 2016 included fridges with a choice of 100 different designs, all hand-painted over a period of 260 hours, with a £30,000 price tag to match.

The brands said at the time: “This Refrigerator of Art is a gentle reminder of how there is no set way to appreciate art and no reason why we should not incorporate it into our daily life.”

Cheetos x Forever 21 

Partnerships between food brands and fashion retailers had their precedent long before Primark and Greggs joined forces. In 2019, US fashion retailer Forever 21 revealed it would be creating a Cheetos-themed clothing line that would be available in more than 800 US stores, as well as online.

Crisp brand Cheetos seemed an unlikely collaborator, but Forever 21 created an entire line in the brand’s signature orange hue. The range included shirts, baseball caps, bodysuits and sandals. 

The limited-edition collection was inspired by consumer interest in the Cheetos brand, with owner Frito-Lay saying at the time that Cheetos had transcended snacks and become “a lifestyle brand among our fans”.

KFC x Crocs

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The KFC x Crocs collection sold out within 30 minutes

Food and fashion aligned once more when Kentucky Fried Chicken (KFC) and Crocs revealed they would be releasing two limited-edition pairs of shoes – a sky-high platform and a classic clog version.

Crocs brought the recognisable KFC branding from the fast-food restaurant to the shoes, including its red-and-white-striped bucket colours. The collaboration also included two removable charms for each clog, which resemble fried-chicken drumsticks. 

KFC pledged to donate $3 (£2.21) from each purchase to its Reach Educational Grant Program, which assists KFC employees to gain college scholarships. 

Crocs said on its website: “Covered in a fried-chicken print and a striped base, these will make your dreams of wearing a bucket of chicken finally come true.”

The collection was instantly popular, selling out within half an hour, illustrating that this was indeed the dream of many shoppers.

Balenciaga’s collaborations

Balenciaga has embraced the opportunity to collaborate with other brands, transforming what consumers would typically expect from a luxury brand.

In October 2021 during its Paris fashion show, Balenciaga presented the audience with a mini-episode of The Simpsons, which featured the show’s characters wearing cartoon iterations of clothing from its past collections.

It also sold accompanying merchandise featuring members of the Simpson family wearing Balenciaga.

 

The luxury brand has also joined the ongoing fervour for Crocs. Balenciaga found favour with fans of the plastic clogs, partnering with Crocs on two occasions to create platform shoes, knee-high rain boots and even bright green stilettos.

Despite a price tag of around £495, the collections typically sell out instantly as Crocs and Balenciaga enthusiasts alike clamber to grab a piece of the action.

 

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