Primark Presents Kem
Reset your wardrobe for the season ahead with Kem’s elevated new collection.
Wardrobe reset calling your name? You’re in luck. Our menswear ambassador Kem Cetinay is back with a new collection for SS25. Known for his sell-out Kem T-shirts and heavyweight loungewear, his new collection offers a sharper take on your seasonal outfits. Think: textured shirts, 100% linen co-ords and suave suits, reserved for both, special occasions and elevated everyday looks.
100% linen shirts
For an effortlessly polished, summer-ready look, a linen shirt is a must. Whether you’re dressing for office days or sunset beach walks, The 100% linen shirts from Kem’s collection will make you look and feel put-together on all smart-casual occasions. Available in ecru and white options, style with the matching 100% linen shorts or trousers and finish with mule sandals for a relaxed yet refined vibe.
Blazers and smart trousers
Investing in a new suit is essential during this time of year, especially with wedding season on the horizon. While black, navy and grey colourways remain timeless choices, Kem’s new formalwear options offer a fresh take thanks to trend-led tones. The tan blazer and soft-pleat trousers make for a sharp, versatile duo, while the 100% linen suit is essential for sunshine-filled days and evenings. Take notes on Kem’s style and team with a crisp shirt, or keep it casual with a black tee and sandals.
Textured co-ords
The approach of warmer days calls for a refresh of core staples — but who said they have to be boring? Textured fabrics are an easy way to elevate your looks, seamlessly shifting your outfit from laid-back to smart-casual. Case in point: Kem’s plissé co-ords. Made with an ultra-lightweight pleated fabric, the matching T-shirts and trousers will have your spring outfits sorted. Feeling the chill? Throw on the plissé jacket for an extra layer of style. Looking sharp has never been easier.
The 3-in-1 mac
A capsule wardrobe essential with built-in versatility. The 3-in-1 trench from Kem’s collection features a detachable gilet liner that can be worn solo or layered for extra warmth and style — perfect for those unpredictable weather forecasts. The longline fit and button-up fastenings can be teamed with jeans or chinos for a sleek, everyday look. Snap it up for just £45