Sustainability and circularity are more prevalent than ever and can be seen in Primark’s line of sustainable jeans with no rivets and washing instructions. Made from sustainable denim, the Jeans Redesign project rethinks the design and production of denim products, driving the goal of being fully circular in all processes.
The jeans are made from 70% organic cotton, 29% recycled cotton, and 1% elastane, and the jackets are made from 80% organic cotton and 20% recycled cotton. The collection is part of 'The Jeans Redesign' project of the Ellen MacArthur Foundation, dedicated to developing and promoting the idea of the circular economy, in this case focusing on fashion. The idea is to design garments without waste or pollution, so the evolution of fashion toward this model requires new forms of production.
The capsule collection was made up of twelve garments that form a total look: jeans and denim jackets for adults and children, completely organic, recyclable, and reusable. One of the most relevant novelties is that Primark eliminates metal rivets from these jeans, a common design element that can make the jeans difficult to recycle. The labeling also includes guidelines on how to remove buttons and zips before sending it for recycling to ensure this product has another life.
Primark’s Long-Term Goals
Last year, Primark Cares Director Lynne Walker announced that the company had committed to making changes to the way it produces its garments. For example, they want to ensure that they have greater durability by 2025, that garments are recyclable by design by 2027 as well as increased use of recycled or more sustainably sourced materials by 2030.
In terms of materials, Primark partnered with REPREVE® in 2021 to produce its skinny jeans, in addition to launching its sustainable denim in the same year which achieved Cradle to Cradle Gold certification.
Commitment to a Circular Economy
In addition to collaborating with the Ellen MacArthur Foundation to promote a circular economy, Primark also joined the Circular Fashion Partnership led by Global Fashion Agenda.
Together with 50 other brands, manufacturers, recyclers, and NGOs, the partnership supports the development of the textile recycling industry in Bangladesh, with the aim of capturing and re-sending post-production textile waste for the production of new fashion products. This is just one part of our own journey to become a more sustainable business and reduce our impact on the planet.