Primark launches a new circular denim collection in collaboration with the Ellen MacArthur Foundation

Primark launches a new circular denim collection. This collection is part of ‘Jeans Redesign’, a fashion initiative of the Ellen MacArthur Foundation. This international charity is committed to creating a circular economy. This collection follows the launch of Primark Cares, the international retailer’s sustainability strategy, which was presented last September.

Laura Balmond, (head of Make Fashion Circular initiative) of the Ellen MacArthur Foundation on the collaboration: “The ‘Jeans Redesign’ project shows that it is possible to make garments suitable for a circular economy today and this is just the beginning. By taking these first steps, organizations like Primark are building the confidence to research and learn how to market products aligned with the principles of the circular economy. We welcome the solutions that Primark has identified and the growing understanding of the challenges that need to be addressed to realize the vision of a circular economy for fashion. Now that the concept is proven, we cannot slow down progress. Business and government must maintain the momentum, in pace and at scale, towards a circular economy for fashion.”

Lynne Walker, (Director) of Primark Cares about the collection: “In September, we launched our Primark Cares sustainability strategy and committed to make changes. Denim is an essential piece of clothing for our customers and I am proud of this new collection, which brings ambition to life and shows what these changes look like in practice. Most importantly, we show that we can do this without compromising on the style and affordability that our customers love to see from us.”

The collection

The EMF collection fits perfectly within the vision for a circular economy of the Ellen MacArthur Foundation and fits seamlessly with the ambitions of Primark Cares. The collection consists of jeans and denim jackets made of organic cotton and recycled fibers and are free of metal rivets which makes it easier to give the products a second life. In addition, the collection contains labels with guidelines for removing buttons and zippers before they are recycled. The jeans are made of 70% organic cotton, 29% recycled cotton and 1% elastane and the jackets are made of 80% organic cotton and 20% recycled cotton.

The collection is now available worldwide in the Primark stores.

Read more about Primark on the brand page: fashionunited.com/companies/primark


Source: fashionunited.nl by fashionunited.nl.

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