If you’re an avid follower of the sustainable and circular fashion world, you might have come across the recent announcement from Primark about their new circular collection. The innovative circular collection is set to hit stores soon. The 35-piece collection spans menswear, womenswear, and kidswear and features versatile silhouettes, designs, and colours that can be easily mixed and matched with wardrobe staples. Each item is designed with enhanced durability and recyclability, aiming to reduce fashion waste. With prices ranging from £4 to £20, Primark is making sustainable fashion accessible to everyone.
The announcement caught the attention of the sustainable fashion community, sparking numerous discussions. After further clarification, it was evident that Primark had not done it alone but had taken some guidance from circular fashion experts like the Ellen MacArthur Foundation, Wrap, etc. Jules Lennon, Fashion Lead at Ellen MacArthur Foundation, has praised Primark’s efforts in embracing circularity, emphasising the need to continue driving action at pace and scale. Primark’s Circular Product Standard, developed in consultation with Circle Economy, the Sustainable Fashion Academy, and climate action NGO, WRAP, is based on principles established by the Ellen MacArthur Foundation, showcasing the brand’s commitment to sustainability.
Sceptics might question the collection’s prices, but in their announcement, Primark is determined to maintain its attractive pricing while offering more sustainable options. Price and accessibility have been significant barriers to the mainstream adoption of sustainable fashion, but Primark’s new approach could be a game-changer.
The company’s CEO, Paul Marchant, acknowledges they are taking small steps towards becoming more circular and hopes to incorporate sustainability into future collections. Primark’s new circular framework reflects its vision for designing products that can be worn time and time again, ensuring durability and high quality. The collection uses cotton from Primark’s Sustainable Cotton Programme, which trains farmers to use fewer resources and results in increased income for them. Moreover, the collection has been tested for enhanced durability, in line with their new wash standard.
In conclusion, Primark’s venture into circularity and sustainability may seem too good to be true, but it signals a crucial shift in the industry. Fashion contributes significantly to climate change, and numerous organisations work tirelessly to address this issue. Even fast-fashion giants like Primark are now changing their ways, and as regulations continue to mandate transparency and disclosure, greenwashing becomes harder to maintain.
Primark’s commitment to circularity and sustainability is a huge step forward. We can only hope this isn’t just a publicity stunt but a genuine dedication to transforming the fashion landscape and breaking away from the wasteful mindset that has dominated the industry for decades.