The Denim Deal membership will see Primark work alongside brands, manufacturers, suppliers and recyclers to share knowledge and address challenges involved in increasing the use of recycled cotton in denim.
The collaboration provides access to industry expertise, technical and sourcing support, and opportunities for collaborative research and development.
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The move builds on Primark’s existing efforts to increase the use of recycled materials and embed circularity across its products.
Earlier this year, the retailer launched its first capsule denim collection made using reclaimed denim. Each product contained a minimum of 20% recycled denim, produced by recycling discarded denim textiles into new cotton fibre.
The five-piece collection was also designed to address common barriers to recycling garments at the end of their life, including stretch materials and unnecessary metal elements such as rivets.
Primark is also working to embed circular design more widely through its updated Circular Product Standard 2.0, which focuses on three areas: durability, materials and recyclability.
In 2024/25, 8% of denim units sold by Primark met its circular-by-design criteria.
Through the Denim Deal, Primark aims to build on this work by learning from other industry participants and exploring practical opportunities to further increase the use of post-consumer recycled cotton in its denim.
Last month, Primark signed a multi-year offtake partnership with Circ to introduce recycled polyester produced from textile waste into future product ranges, starting in 2029.
The deal marked the retailer’s first multi-year offtake agreement with a textile-to-textile recycler and aims to boost the company’s use of circular materials while reducing its reliance on virgin polyester, in line with its sustainability objectives.
