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Primark Cares about Denim

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Primark Cares about Denim

Primark Cares approach to Denim

We know a wardrobe is not complete without a perfect pair of jeans and we are working hard to create a denim range which can, not only be worn and loved for longer, but is made from more sustainably sourced materials.

Our journey to improve our denim is not new but like others in the industry we are constantly challenging ourselves to think and do better.

Sourcing Cotton Sustainably

Our buyers and product teams work closely with our suppliers to create jeans for you which are the perfect fit, affordable but also more sustainable. We are proud that we have grown our Primark Cares denim range by nearly one fifth over the last two seasons*. We are also increasing the amount of cotton we use from Primark’s Sustainable Cotton Programme. During this same period, nearly half (46 per cent) of the cotton in our denim range was from our own cotton programme.

Driving Innovation through partnerships
Cradle to Cradle Certified® Denim

In June 2021 we launched our first Cradle to Cradle Certified™ Gold certified mom-fit denim jeans. The Cradle to Cradle Certified™ Product Standard is a set of globally recognised criteria for safe, more sustainable products with a lower impact on the planet. These jeans were our most sustainably made yet. They were made from 100% organic cotton, produced using less water and energy, made to last and designed to be recycled.

EMF and The Jeans Redesign

Last year we challenged ourselves to create a circular denim collection, meaning they could be loved for longer, were made to be made again, and were made from safe, recycled, or renewable materials. Working in partnership with the Ellen MacArthur Foundation, The Jeans Redesign were made from organic cotton and recycled fibres and were designed to be easily recycled. The jeans were rivet-free, a common design element that can make jeans difficult to recycle. Labelling also included guidelines on removing buttons and zips before sending to recycle to ensure this product has another life.

This project is part of an ongoing partnership with the Ellen MacArthur Foundation, an international charity, committed to the creation of a circular economy. We joined the Foundation in 2018 as participants of their Make Fashion Circular initiative, to help reshape our industry towards a global circular fashion economy. As Partners, we’re collaborating with others to speed up the shift to a circular economy.

*Autumn/Winter 2021 and Spring/Summer 2022

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