Primark launches a circular denim collection in support of the Ellen MacArthur Foundation’s rebrand project

Primark, a fast fashion retailer, has launched a new collection of denim in line with The Jeans Redesign project. This project was developed by Ellen MacArthur Foundation’s Make Fashion Circular initiative.

The scheme’s denim is produced in line with the organization’s vision of a circular fashion industry. It includes guidelines that ensure jeans are more sustainable and made with safe and recycled inputs.

Primark’s latest denim line includes jeans made from 70% organic cotton, 29% recycled fibres, and 1% elastine. Jackets are made from 80 percent organic and 20% recycled cotton. There are two styles: men’s and women’s straight-fit jeans.

Products are designed to be recycled easily and come without metal rivets. They also have informative labels that provide instructions on how to remove buttons and zips.

Jeans Redesign is currently in its second year. It was established to provide a platform for companies to establish guidelines regarding the creation of jeans in a circular economy.

This organisation has worked previously with Asos, Chloe and Ganni, Monki, H&M and Monki. They reached out to high-end retailers as well as luxury brands in order to meet the minimum requirements of traceable and recyclable denim production.

“The Jeans Redesign shows that it is possible today to make garments suitable for a circular economy, and this is just one step,” Laura Balmond, Leader of Make Fashion Circular, said in a press release. “Primark’s first steps give them the confidence to continue exploring and learning how to bring products to market that are in line with circular economy principles.”

She said, “We are pleased to see Primark’s solutions and the increasing understanding of the challenges to achieving the vision of a circular fashion economy.”

The retailer’s September sustainability strategy was closely followed by the collection. It outlines plans to reduce its carbon emissions and improve the lives for its garment workers. The report included nine commitments, including the use of sustainable and recycled materials in all its clothing by 2030.

The circular denim collection is now available in 161 Primark stores in all 14 countries where Primark operates. Prices range from 12 to 21 Pounds.

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