Primark’s New Circularity Collection Shows the Future of Sustainability within Fashion
Photo: MAX MIECHOWSKI via: WWD
The fashion brand Primark has just announced their new circular collection just in time for Earth Day. The collection features 35 garments from womenswear, menswear and children’s clothing that were made to be reused, recycled and resold. The garments were made to be more durable. This collection is a part of the brand's goal of being more sustainable and its new Circular Product Standard. The brand is working with various organizations such as Circle Economy and Ellen MacArthur Foundation to create the new framework for the brand. The collection also lays the groundwork from future Primark collections.
Photo: MAX MIECHOWSKI via: WWD
Circular Product lead at Primark, Nicholas Lambert, “[The new collection brings together] years of work to create a new framework [and enable] 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,” he said. “While we know this is just one small step in our commitment to become a more circular business, we’re excited to roll these new design principles out across our business and with more suppliers, allowing us to scale it up.”
Photo: MAX MIECHOWSKI via: Fashion United
The collection’s clothing is made from 95% sustainable cotton and other sustainable materials. The garments have also been tested to have increased durability with washes with 30 washes for denim and 56 for jersey fabrics. When the customer is done with the garment, they can take it to a textile donation point at Primark stores. Many employees such as designers, buyers and suppliers at Primark have been taking training classes on circular designs and collections and the brand is training more of their product teams in the future as they plan to release more circular collections in the future. The collection is full of wardrobe staples that are bound to last and has already been released online and in stores.
