The denim collection is made up of five garments across womenswear and menswear, all carefully designed to be longer lasting and to remove common barriers for end-of-life recycling. This includes removing stretch and avoiding unnecessary metal like rivets and using recyclable trims with a single main material. Every item has also been tested to Primark’s highest durability standard in line with its industry-leading Durability Framework.
Designed and made in line with Primark's circular design principles, this range is the first time Primark will bring affordable denim made of post-consumer waste to its customers. Each product contains a minimum of 20% recycled denim, with the remainder made using cotton from the Primark Cotton Project, a training programme for the cotton farmers in its supply chain.
The collection is part of Primark’s approach to strengthen its circularity in its business, focused on keeping products and materials in use for longer and reducing waste over time. This includes its ‘Love it for Longer’ repair workshops, which is an all-year-round programme for customers to learn basic repair and sewing skills completely free of charge in selected stores.
The collection aims to encourage customers to love their clothes for longer. Pieces are priced between £18-24.
