Primark has launched an exclusive merchandise collection for boyband December 10, also known as D10, supported by an in-store appearance at the retailer’s Oxford Street East store in London on Friday 22 May 2026.
The D10 capsule is available in Primark stores across the UK and Europe, as well as through the retailer’s Click & Collect service in stores across Great Britain. The collection was arranged by Bravado, the artist merchandise and lifestyle division of Universal Music Group.
The collaboration has a personal connection for December 10 member Seán Hayden, who previously worked at Penneys, the name used by Primark in Ireland.
“I never thought in a million years when I was folding T-shirts in Penneys 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.”
Seán Hayden, Member of December 10
December 10 are a seven-member boyband comprising Cruz, Danny, Hendrik, John, Josh, Nicolas and Seán. The group were formed during Netflix’s Simon Cowell: The Next Act, which was released globally on 10 December 2025, and have since signed to EMI Records.
Following the release of their first three singles, the band are preparing for their debut tour after a scheduled appearance at Capital’s Summertime Ball.
“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.”
Sarah Jackson, Director of Licensing at Primark
“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,” said Liz Legg, UK Sales and Licensing Director at Bravado. “The fact that Seán also worked there before D10 took off feels like it was meant to be.”
Liz Legg, UK Sales and Licensing Director at Bravado
Bravado has previously worked with Primark on artist merchandise collections including capsules for Billie Eilish, The Rolling Stones, Ariana Grande and Yungblud.
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