D10 fans can get their hands on new exclusive December 10 merchandise from Birmingham’s Primark store.
The world’s biggest Primark has a D10 capsule in-store with the new collection, including exclusive T-shirts of the boyband. Shoppers can also order if through the Click & Collect service.
December 10 band members Cruz, aged 20; Danny, 17; Hendrik, 19; John, 17; Josh, 17; Nicolas, 17; and Seán, 19, come from Chorley, Rochester, Dublin, London, Lisbon and Walsall in the Black Country.
Newly signed to EMI Records, the seven-piece boyband December 10 have shot to fame since formed on camera during Netflix’s Simon Cowell: The Next Act.
Following the release of their first three singles — Run My Way, Angel and Infinity 1,2,3 — D10 are set for a huge year ahead, kicking off their sold-out debut tour in June after performing at Capital’s Summertime Ball.
This collaboration with Primark marks a full circle moment for D10 band member Seán Hayden as he previously worked for the company in his native Ireland, where Primark is called Penneys.
Seán said: “I never thought in a million years when I was folding T-shirts and chatting to everyone (chatting too much) that my band’s T-shirts would be in the shops less than two years later. It’s actually mind-blowing!! I’m so grateful.”
An international boyband, their heritage ranges from Irish to Brazilian, Indian, Nigerian and Jamaican with expansive, ecclectic musical influences.
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.”
Bravado, a division of Universal Music Group and the world’s leading artist merchandise and lifestyle company, arranged the exclusive December 10 collection with Primark.
It’s not the first time that Bravado and the retail giant have worked together to bring artist merch into Primark. Previous collaborations include capsules for global superstars Billie Eilish, The Rolling Stones, Ariana Grande and Yungblud.
Liz Legg, UK Sales and Licensing Director at Bravado, explained: “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.
Find Primark in High Street in Birmingham city centre and see the opening times here.