Primark launches first circular product range in latest sustainability push

Value fashion giant Primark has unveiled a 35-piece collection which the retailer says has been designed with sustainably sourced materials, durability and recyclability at its core as part of Primark’s bid to move towards “a more circular future”.

Primark said its new collection was designed using its new Circular Product Standard framework, inspired by principles established by circular economy charity Ellen MacArthur Foundation.

The first of its kind for Primark, the new range will include a combination of trend-led pieces including wide-leg denim, relaxed-fit jeans and denim shirts, across womenswear, menswear and childrenswear.

Items from the new collection range in price from £4 to £20 and Primark said it plans to make sustainable fashion more affordable for shoppers.

Primark circular product lead Nicholas Lambert said: “This collection brings together years of work to create a new framework, with the ambition of enabling our product teams and suppliers to create more circular products that are designed with the end in mind.

“This has led to the creation of our first circular collection of affordable wardrobe staples that customers can rewear, repair and ultimately recycle.

“While we hope our customers enjoy wearing every piece in the collection, we also want to bring them on this journey with us as we look to change mindsets about what an affordable, circular product looks like.

“This collection was created by a small group of our designers, buyers and suppliers piloting our new Circular Product Standard and, while we know this is just one small step in our commitment to become a more circular business, we’re excited to now roll these new design principles out across our business and with more suppliers, allowing us to scale it up.”