It’s seen as an unpretentious and affordable brand,” says Poile, “and people want to align themselves with that everyday quality.” This is perhaps particularly true at a time when national discourse is dominated by talk of elitism; a bumbag with a sausage roll on it couldn’t be further from a prime ministerial hopeful wearing Prada loafers if it tried. Yet I’m loath to put Greggs in the same box as Wetherspoons and Primark. There is a nostalgia to Greggs pastries, born of after school treats and work breaks and a national consensus on the merits of sausage, bean and cheese melts. What’s more, the business is committed to causes and communities local to its branches, and has been since 1939 – and god help me, it’s pastries are good; hot, flaky, the pasty just the tiniest bit squidgy on the inside, the warm buttery aroma emanating through that paper bag, with its familiar blue and orange lettering. I’ve been there; I’ve eaten it – and whilst I draw the line at buying the t-shirt, I rather suspect this will be one of the most iconic collabs of all time. Greggs has over 2000 stores across the UK in high streets, service stations and shopping centres. It ... [+] is a business specialising in competitively-priced food on-the-go which has seen both sales uplift and made its name in popular culture.(Photo by Matthew Horwood/Getty Images) Getty Images Alex Econs, merchandising expert and founder of printing company, ICON Printing, said: "With a large number of merch released over the past year and from the news coverage and social media storm we’ve seen it generate, it’s undeniably a great marketing tactic for brands. Last week, Greggs and Primark announced an iconic collaboration that had pastry fans incredibly excited.

The hype was to create impact for the launch of a planned fashion line on 19 February, coinciding with London Fashion Week.It is a savvy move on the part of both retailers. As McGrath says, even if like him you aren’t going to run out and buy a pair of Greggs cycling shorts, “people are talking about this range, therefore it’s creating a buzz”. For Poile, “these are items that are made to be photographed and posted on social media – a bit like wearing a meme”.

This use of underlying message creates a connection much stronger than advertising, with consumers (literally) able to wear your brand with pride. Which is why this will work so well for Greggs and Primark. Two iconic British brands that are the epitome of the high-street, with a shared grab-and-go culture, the collection works to subtly reinforce a brand message for both and win the hearts and minds of consumers in a new and exciting way.

The launch video promised: “One does tidy food, one does tidy fashion. Together we’re unstoppable.” Set to launch right on the doorstep of London Fashion Week later this month, the Greggs x Primark clothing collection adeptly flips the narrative of what it takes to look good, enabling those who may traditionally have been excluded from the exclusive world of high-fashion to get their own taste of the action in a way that works for them.