Primark has joined an innovative project by the Ellen MacArthur Foundation, The Fashion ReModel which brings together leading brands to advance circular business models in the fashion industry.
Announced at the Global Fashion Summit in Copenhagen, this initiative includes prominent participants such as Arc’teryx, H&M Group, Zalando, and Reformation. Supporting organisations include BSR (Business for Social Responsibility), the British Fashion Council, Global Fashion Agenda, Fashion for Good, Textile Exchange, and the Waste & Resources Action Program(WRAP).
The Fashion ReModel aims to address barriers to scaling circular business practices, such as resale, rental, repair, and remaking of fashion items. This aligns seamlessly with Primark’s sustainability strategy, Primark Cares, which seeks to extend the lifespan of clothes. Currently, 55 per cent of Primark’s clothing is made from recycled or sustainably sourced materials, with a target of reaching 100 per cent by 2030.
The Ellen MacArthur Foundation projects that if circular business models like resale, rental, repair, and remaking achieve a 23 per cent market share by 2030, the fashion industry could see a reduction in CO2 emissions of up to 16 per cent.
Through its involvement in The Fashion ReModel, Primark will enhance its efforts to transition into a circular business model, finding innovative solutions to support a circular economy in fashion. Since partnering with the Vintage Wholesale Company in 2022, Primark has made pre-loved clothing more accessible in its stores through Wornwell concessions. New initiatives are underway, including a trial of ‘Primark presents Pre-loved’ across seven UK stores, featuring a curated collection of vintage music tees just in time for festival season.
Primark is also integrating circular design principles across its clothing ranges, ensuring garments can be re-worn, repaired, and recycled. The retailer has developed its own Circular Product Standard with assistance from the Foundation and WRAP and is now training its product teams in circular design. To enhance the durability of its products by 2025, Primark has partnered with WRAP to create an enhanced durability wash framework. Currently, 39 per cent of Primark clothing undergoes durability wash testing, with 57 per cent of denim passing at 30 washes.
Additionally, Primark’s ‘Love it for Longer’ repair program has expanded to six markets, offering over 200 free workshops since April 2023, and providing repair tutorials online.
