Greggs and Primark on a roll with second fashion collaboration

theguardian.com:

The name of a high street sausage roll vendor may not seem an obvious choice for consumers looking for what is fresh in fashion, but Greggs is again proving its sartorial chops with a second collaboration with Primark. Bucket hats, bumbags, cycling shorts and hoodies emblazoned with the name of the steak bake seller will be on sale in Primark from 5 August.

The retailers will be hoping to match the success of their first collaboration, which went on sale in February and was reportedly selling 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 catching the customer unawares,” says Anthony McGrath, course leader in fashion marketing at London College of Fashion and founder of the Men’s Style Blog.

It is the latest of a series of business logos making their way ironically on to garments in the past few years. In luxury fashion, items mimicking the look of a bootleg have been selling for eye-watering prices – from the now infamous 2016 T-shirt by Vetements that featured the logo of the 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 more than £1,500 rather than 50p – with wearers hoping to communicate an in-the-know wink through their wardrobes.

In the world of streetwear, labels have also in recent years been revisiting the 1990s taste for taking quotidian logos and reworking them. The Tottenham label Sports Banger, for instance, made a cult favourite by emblazoning the logo of the Doncaster company Heras, which makes fences used at