Primark releases Jeans Redesign collection
03/11/2021
The move comes after the retailer extended its partnership with the UK-based Ellen MacArthur Foundation (EMF) - the body responsible for creating the Jeans Redesign guidelines - over the summer, becoming an EMF network partner.
Primark’s subsequent expansion of its relationship with EMF’s Make Fashion Circular initiative, which it initially joined as a member in 2018, saw it also embrace the Jeans Redesign project back in July.
The metal rivet-free jeans in the collection are a blend of 70% organic cotton, 29% recycled cotton and 1% elastane, whereas the denim jackets have been produced using 80% organic cotton and 20% recycled cotton.
In accordance with the guidelines, instructions on how to remove zips and buttons prior to recycling also feature on the inside of each garment.
Director of the retailer’s socially and environmentally oriented Primark Cares arm, Lynne Walker, commented: “Denim is a wardrobe staple for our customers, from denim jeans to denim jackets. I am proud of this new collection, which brings to life our ambition."
Ms Walker also emphasised that Primark aims to ensure its clothing is recyclable by design by 2027 and that all own brand apparel is made from either “more sustainable sourced” or recycled materials by 2030.
Read more about EMF’s Jeans Redesign initiative here.
Image: Primark.
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