Primark launches circular denim collection

Fast fashion retailer Primark has released a new denim collection in line with The Jeans Redesign project.
The collection closely follows the retailer’s sustainability strategy, launched in September,
// Primark launches a circular denim collection for Ellen MacArthur Foundation’s redesign project
// The new Primark jeans are made from 70% organic cotton, 29% recycled cotton and 1% elastane

Primark has released a new denim collection in line with The Jeans Redesign project, developed by the Ellen MacArthur Foundation’s Make Fashion Circular initiative.

Based on the principles of the circular economy, the clothes are made to be used more, made to be made again, and are made from safe and recycled or renewable inputs.

Primark’s new denim line features jeans produced from 70 per cent organic cotton, 29 per cent recycled fibres and one percent elastine and jackets from 80 per cent organic cotton and 20 pe rcent recycled cotton.


READ MORE: Primark extends its take-back recycling initiative in Europe


The range includes men’s straight fit jeans, women’s indigo straight fit jeans, an adults denim jacket and kids taper leg denim jeans.

Designed to be easily recycled, products come metal rivet-free, with informative labels featuring guidelines on removing buttons and zips before sending out to recycle, to ensure a smooth and efficient process.

The organisation has previously worked with the likes of Asos, Chloé, Ganni, Monki and H&M, reaching out to both high street retailers and luxury brands on meeting the minimum requirements for recyclable and traceable denim production.

“The Jeans Redesign demonstrates that it is possible to create garments fit for a circular economy today, and this is just the beginning,” said Make Fashion Circular’s lead, Laura Balmond, in a release.

“By taking these first steps, organisations like Primark build the confidence to explore and learn how to put product on the market aligned with circular economy principles.

“We’re pleased to see the solutions identified by Primark and the growing understanding of the challenges that must be addressed to achieve the vision of a circular economy for fashion.”

Now available, the circular denim collection will be present in 161 stores across all 14 countries Primark operates in, with prices ranging from 12 to 21 pounds.

Lynne Walker, Director of Primark Cares, said that Primark is committed to making changes to the way we make our clothes, ensuring that that they are recyclable by design by 2027, that they are made from more sustainably sourced or recycled materials by 2030, and that they last longer by 2025.

“Denim is a wardrobe staple for our customers, from denim jeans to denim jackets, and I am proud of this new collection, which brings to life our ambition and shows what these changes look like in reality,” she added.

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