Primark launches exclusive merch line with December 10
Primark has teamed up with breakout group December 10 for the launch of an exclusive merchandise collection.
The D10 capsule debuted with a special in-store appearance by the band at Primark’s Oxford Street East store in London and will be available across Primark’s UK and European stores, as well as through click & collect.
Subscribe to TRBNewly signed to EMI Records, the seven-piece group was formed on camera during Netflix’s ‘Simon Cowell: The Next Act’ last year. The line-up includes Cruz (20), Danny (17), Hendrik (19), John (17), Josh (17), Nicolas (17) and Seán (19).
Sarah Jackson, director of licensing at Primark said: “We’re thrilled to partner with December 10 on this exclusive collection and bring affordable fashion pieces to their fans across the UK and Europe.
“Music partnerships continue to resonate strongly with our customers, and December 10 have built an incredibly passionate fanbase in such a short space of time. We’re especially excited to celebrate this full circle moment with Seán and can’t wait to welcome fans in store for the launch.”
The collaboration marks a full-circle moment for band member Seán Hayden, who previously worked at Penneys, the name Primark trades under in his native Ireland.
Liz Legg, UK sales and licensing director at Bravado, said: “When the stars align and we’re able to put together a collaboration between a new band with a wildly devoted fanbase like D10 and an important retailer like Primark, it deepens the connection for both artist and fans alike. The fact that Seán also worked there before D10 took off feels like it was meant to be.”
Previous Primark collaborations through Bravado have included Billie Eilish, The Rolling Stones, Ariana Grande and Yungblud.
