Iconic East London bakers Beigel Bake has popped up in Selfridges — but you won’t find it in the food hall.

The last surviving bagel bakery in Brick Lane partnered with luxury streetwear brand, High Snobiety, to launch a range of t-shirts, sweatshirts, caps and tote bags as part of the media brand’s “Not In London” series, which aims to showcase what it sees as the best of the capital.

Elias Cohen of Beigel Bake told the JC: “We wanted to reach out to brands we felt we could work well with and had some synergy with and started talking to them last year.”

The global fashion label, in its first foray into the baking world, had told Cohen that they would be coming to London for London Fashion Week and taking over a section at a department store. “They wanted to launch as part of London Fashion Week” he said.

The two companies worked together designing t-shirts based around Beigel Bake’s distinctive logo. The designs include images of a salt beef and pickle-stuffed bagel as well as a treif-laden plate of a full English breakfast “We’ve also done our own range of clothing that we’ll be releasing later in the year., so we had some idea of how we wanted it to look.”

However, the bready fashion statement may not be for everyone, with the price tag coming in at more than your average bagel lunch. Short-sleeved t-shirts will set you back £80, the cap, £60 and the tote bag is priced at £55.

It seems not to have deterred hard core fashion fans and Beigel Bake followers. “The response has been amazing, and we as a business have made it into Selfridges — which is great. It’s a big institution in London itself.”

See the full range here.