Primark Presents: Kem
Reset your wardrobe for the new season with Kem’s upgraded pieces.
Wardrobe refresh calling your name? You’re in luck. Our menswear ambassador Kem Cetinay is back with a new collection for SS25. Known for his bestselling Kem T-shirts and heavyweight loungewear, his new collection has a sharper take on your seasonal style. Think textured shirts, 100% linen sets and sleek suits for both special occasions and upgraded everyday looks.
100% Linen Shirts
For an effortlessly polished, summer-ready look, a linen shirt is a must. Whether for days in the office or sunset beach walks, The 100% linen shirts from Kem’s collection will make you look and feel put together at every dressy-casual event. Available in ivory and white, wear with the matching 100% linen shorts or pants and finish with mule sandals for a relaxed, refined vibe.
Blazers and Formal Pants
Investing in a new suit is essential this time of year, especially with wedding season on the way. While black, navy and gray are timeless picks, Kem’s new formalwear gives you a fresh take thanks to trend-led tones. The tan blazer and softly pleated pants are a sharp, versatile duo. And the 100% linen suit is essential for summer days and nights. Take notes on Kem’s style: team with a crisp shirt, or keep it casual with a black tee and sandals.
Textured Sets
The warmer days ahead call for a refresh of core pieces — but who said they have to be boring? Textured fabrics are an easy way to give your looks a lift, seamlessly shifting your vibe from laid back to dressy-casual. Case in point: Kem’s plissé sets. The ultra-lightweight pleated pants and tee will nail your spring looks. Feelin' the chill? Throw on the plissé jacket for an extra layer of style. Looking sharp has never been easier.
The 3-in-1 Trench
A capsule wardrobe essential with built-in versatility. The 3-in-1 trench from Kem’s collection features a detachable vest liner to sport solo or layered for extra warmth and style — perfect for unpredictable weather. The long cut and button-up style looks great with jeans or chinos for a sleek everyday look. Snap it up for just $60.