Partnering with the Ellen MacArthur Foundation

Our partnership with the Ellen MacArthur Foundation began in 2018 as part of its Make Fashion Circular initiative. In 2021, we became Network Partners of the Foundation and joined its Advisory Board for Fashion. During this time, we’ve drawn on their network, knowledge and expertise to help embed more circular principles into our business.

2021: Reimagining Denim through The Jeans Redesign Project

We joined The Foundation’s Jeans Redesign Project, which invited Primark and others to create a capsule collection of denim designed for the future. Our collection featured jeans and jackets made with organic cotton and recycled fibers. With rivet-free design features and labels that guided customers and recyclers on removing buttons and zippers, it was all about making sure our denim was designed with the future in mind.

2022: Launching Our Circular Product Standard

We introduced our Circular Product Standard, a framework that redefines how we intend to design our clothing for circularity. Inspired by The Foundation’s vision for a circular fashion economy, our Circular Product Standard was developed with experts like WRAP, Circle Economy, and the Sustainable Fashion Academy. Today it’s our blueprint for circularity, and we’re training our designers, buyers, and suppliers to embed these principles into more of the clothing we make.

Read more about our Circular Product Standard here.

2024: Scaling Circular Solutions by joining The Fashion ReModel

We joined The Fashion ReModel, an exciting project lead by the Foundation that brings together major brands to scale circular business models. From resale and rental to repair and remaking, we’re exploring new ways to keep clothes in circulation.

We’re already putting it into action. Since 2022, we’ve partnered with WornWell Vintage, a concession in Primark offering preloved clothing in select stores in the UK and Ireland. We continue to explore other ways to bring preloved to our customers.