Fast-fashion giant Primark has unveiled a new durability framework, designed to extend the lifespan of clothing and promote a more sustainable fashion industry.
The framework, developed in collaboration with WRAP, Hubbub and the University of Leeds, outlines guidelines for retailers to improve the durability of their products.
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By making the framework publicly available, Primark aims to drive industry-wide adoption and create a more sustainable fashion future.
Primark’s initiative comes as consumers are increasingly demanding more sustainable and ethical products.
The company’s durability framework focuses on two key pillars: extended washing and physical quality testing.
By establishing clear standards for both, Primark hopes to ensure that its clothing is designed and manufactured to withstand regular use.
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By GlobalData“When we find clothes that we love, we wear them again and again and again. The durability framework will support on delivering enhanced durability across our ranges, meaning that customers can continue to wear their favourite clothes for longer,” said Vicki Swain, product longevity and partnerships lead at Primark Cares.
“It’s an important step towards our goal of strengthening the durability of our clothing by 2025.”
The framework is based on research conducted by the University of Leeds, which found that affordable clothing can be just as durable as more expensive options, challenging the perception that higher prices always equate to better quality.
Primark has also launched a series of initiatives to promote clothing repair and reuse.
The company’s “love it for longer” repair workshops offer customers free training on mending and hand-sewing techniques, encouraging them to extend the lifespan of their garments.
By taking these steps, Primark is demonstrating its commitment to sustainability and setting a new standard for the fashion industry.
As more retailers adopt similar practices, we can hope to see a significant reduction in textile waste and a more circular economy.
