Primark’s to make sustainable fashion affordable for everyone

As part of Primark’s commitment to making more sustainable fashion more affordable for everyone through its Primark Cares strategy, from this month, Primark is bringing all its lowest-priced t-shirts in its A/W essentials range under the Primark Cares label. This means they are made with recycled or more sustainably sourced materials. Moving forward, all the cotton in the lowest price t-shirts from its menswear and kidswear ranges will come from Primark’s Sustainable Cotton Programme, the largest of its kind of any fashion retailer.

New research commissioned by Primark shows that UK consumers are facing a crisis of conscience, with more than one-third (35%) saying they are worried the cost-of-living crisis will prevent them from shopping more sustainably. This rises to 45% amongst 18-34-year-olds.

While more than double the amount of 18-34-year-olds (33%) than 35-54-year-olds (14%) say they prioritise sustainability over style when building their wardrobe, nearly half (46%) of those young people who care most about shopping sustainably don’t know where to find these options or how to style them (35%).

This younger age group are savvier than the previous generation of 35-54-year-olds at using hacks to dress more consciously on a budget. This includes building a capsule wardrobe (31% vs 23%) and swapping and selling clothes (41% vs 23%).

In response, Primark is working with fashion influencer Laura Byrnes to raise awareness of its Primark Cares label and inspire people to build a more sustainable capsule wardrobe for less, by styling up its Primark Cares essentials with the items they have in their closets already.

Almost 40% of Primark clothing is already made from recycled or more sustainably sourced materials, and the fashion retailer has committed to making that 100% of its clothing by 2030. In the meantime, Primark has been working to increase the number of essentials under its Primark Cares label over the last few years, with the availability of Primark Cares t-shirts across all departments growing by nearly 50% from SS21 to SS22. Primark Cares leisurewear and underwear increased by nearly a quarter during the same period, with Primark Cares socks and hosiery growing by nearly 20%.

The fashion retailer has also launched a new product fibres glossary to help customers make more informed choices by showing them what’s behind the labels in their clothes.

Primark has also committed that 100% of the cotton in its clothes will be recycled, organic or sourced from Primark’s Sustainable Cotton Programme by 2027. 27% of the cotton in Primark’s clothing is sourced from its Sustainable Cotton Programme already, an increase of 13% from the launch of the Primark Cares strategy in September 2021.