KRISPY Kreme and Primark have teamed up to launch a doughnut-themed collection of fashion, sleepwear and accessories.
Including backpacks, sliders, bucket hats and t-shirts – the collection covers all sorts of different outfit needs.
The new brand collaboration will be on sale in the popular High Street store until 8th May.
The collection comes after a poll of 2,000 adults found 67 per cent of Gen Z have worn a hoodie on a night out.
As 78 per cent of under 28s are opting for baggy and relaxed clothing, with exactly a third claiming this look is ‘more stylish’.
And they are also most likely to claim a bucket hat as a ‘must have’ accessory for a music festival (44 per cent), compared to only 24 per cent of Gen X.
To launch the new collection, the doughnut company hosted a ‘Kosy Rave’ at their flagship shop on Street, with DJ Woody Cook performing.
Guy Meakin, president of UK, which commissioned the research, said: “We know that Gen Z want to be comfortable – whether they’re working or socialising.
“We’re incredibly excited to partner with on this exclusive collection in the UK.
“Both brands have such a strong presence on the high street, often neighbouring each other, so this gives fans of the brands the chance to glaze themselves from top to bottom with the collection.”
The study also found 23 per cent of Gen Z admit to wearing sliders and socks three times a week, on average.
With 37 per cent going as far as saying wearing heels to a club would be a ‘massive ick’, as 66 per cent prefer a comfier option.
And that’s if they even make it to the club as 67 per cent of these youngsters would rather spend time with friends having a cosy night in, than go ‘out-out’.
While 68 per cent also agree there’s less pressure to dress up fancy when they do go out to meet friends compared to five or 10 years ago.
And according to the OnePoll.com data, a further 68 per cent of Gen Z say a sweet-treat ‘pit stop' is a must on any shopping trip.
Which is handy as the doughnut company will be rewarding fans with 20 per cent off in its shops to those who are wearing an item from the new collection.
Sarah Jackson, director of licensing at Primark, said: “We're always looking to create unique in-store experiences and offer exclusive collections that our customers won’t find anywhere else.
“We’re thrilled to partner with Krispy Kreme, bringing together two iconic brands in a fresh and exciting way, and can’t wait to see our customers serve up some amazing looks with this collection.”;
