And, the range includes products which are said to be more durable – some in the textiles recycling sector have previously said that fast fashion items are not good enough quality for reuse.
From mid-April, the retailer’s customers can shop a new circular product collection, designed using Primark’s new Circular Product Standard. The Standard is a framework for how Primark intends to design products now and in the future and is to be used by its product teams and suppliers to support the ambition that its clothes be worn for as long as possible and then recycled at the end of their life.
In its Standard, Primark acknowledges that significant change in the textiles sector will take time.
It notes: “This shift from a linear economy will enable the fashion industry to optimise resources and minimise waste across a product’s lifecycle, because the least sustainable product is one that is not worn. There is no one-size-fits-all approach to implementing this approach and it will take time, collaboration and creativity to drive this at scale across the business, particularly given the diversity of products that we offer.”
This shift from a linear economy will enable the fashion industry to optimise resources and minimise waste
On the new products, consumers are told: “From stylish wide leg denim and relaxed fit jeans to transitional denim overshirts and relaxed-fit t-shirts, this is a collection of spring/summer wardrobe heroes to mix and match, knowing that they can be recycled into new clothes and materials when they reach the end of their life.”
Three aims
Primark explained that the collection has been designed and made to be reloved or recycled with a focus on three key parts, Primark says:
1. More sustainably sourced materials: the clothes in the collection are made from at least 95% cotton from the Primark Sustainable Cotton Programme, which trains cotton farmers to use less water, chemical fertilisers and pesticides, earning an increased profit as a result. The other 5% is made up of trims, embellishments or buttons, which, where possible, have been designed to be removable or recyclable.
2. Durability: everything has a life cycle, even clothes. But how long an item should last and what Primark, and customers, can do to extend its life is something Primark is challenging itself to address. This new collection has been tested for increased durability in line with Primark’s new enhanced durability wash standard.
3. Recyclability: every piece is designed to be recycled at the end of its life. This means, where possible, trims and buttons can be removed so the items can be more easily reused or recycled either into new fibres or new products.
New framework
Speaking about the new collection, Nicholas Lambert, circular product lead at Primark commented: “This collection brings together years of work to create a new framework, with the ambition of enabling our product teams and suppliers to create more circular products that are designed with the end in mind. This has led to the creation of our first circular collection of affordable wardrobe staples that customers can rewear, repair and ultimately recycle.
“While we hope our customers enjoy wearing every piece in the collection, we also want to bring them on this journey with us as we look to change mindsets about what an affordable, circular product looks like.”
Mr Lambert added: “This collection was created by a small group of our designers, buyers and suppliers piloting our new Circular Product Standard and, while we know this is just one small step in our commitment to become a more circular business, we’re excited to now roll these new design principles out across our business and with more suppliers, allowing us to scale it up.”
Circular
Jules Lennon, Fashion Lead at the Ellen MacArthur Foundation said: “To address our current take, make, waste, linear fashion industry, we must transition to a circular economy for fashion, where clothes are used more, made to be made again, and made from safe and recycled or renewable inputs. Through their participation in The Jeans Redesign, and development of their Circular Product Standard, Primark is taking a step forwards in its long-term circular economy journey. Now there is a clear pathway and a need to continue driving action, at pace and scale.”
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