Primark launches ‘circular collection’

Fashion discounter Primark is launching a sustainable 35-piece collection as well as implementing the ‘Circular Product’ standard. Primark is thus fully committed to the circular economy.

Reducing fashion waste

Primark’s new collection is designed and manufactured to be worn for longer. It is based on the ‘Circular Product’ standard from the Ellen MacArthur Foundation, an international opinion leader on the circular economy.

Primark wants its product teams and suppliers to use the standard when manufacturing garments, so that customers can wear them for as long as possible and also have them recycled at the end of their useful life. Yet this does not make them more expensive: prices for its casual fit jeans, denim shirts and relaxed fit T-shirts (among others) range from 5 euros to 25 euros.

Primark wants to break new ground, says Nicholas Lambert, Circular Product Lead: “The collection was created by a small group of designers, buyers and suppliers testing our new ‘Circular Products’ standard. 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.”