Primark is launching new durability initiatives designed to give clothes a longer life, in orther to reduce the environmental impact of clothing.
New initiatives include working with WRAP, the leading climate action NGO, through the Textiles 2030 initiative. It is an agreement created to bring fashion companies together and establish a uniform industry-wide durability standard.
Primark has developed a new enhanced durability wash standard, which ensures greater longevity of their purchased garments. It is started with testing denim, socks and all jersey categories across womenswear, menswear and kidswear are now being pilot tested.
Another aspect delved into by the Irish fast fashion company concerns the factors which impact on how long clothing lasts. The retailer is partnering with environmental and behaviour change experts Hubbub to develop independent academic research looking at the relationship between price and durability alongside consumer behaviour.
Finally Primark is expanding its free clothing repair workshop programme, scaling across Europe alongside a new online hub featuring repair tutorials.
The hands-on sessions are led by Designer and Fashion lecturer Lorraine Mitchell and fashion stylist Janina Gruber, cover core basic repair skills: from sewing buttons, zips and mending tears, as well as lessons in customisation.

Source and image: corporate.primark.com

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