The value retailer joins the international multi-stakeholder initiative to scale post-consumer recycled cotton and advance circular manufacturing.
Primark has become a member of the Denim Deal, an international initiative bringing together fashion brands, manufacturers, suppliers and recyclers to increase the use of post-consumer recycled cotton in denim and promote circular production through cross-industry collaboration.
As a member of the platform, the Dublin-headquartered retailer will work with supply chain partners to exchange technical knowledge and tackle obstacles in processing post-consumer denim fibres. The partnership offers access to sourcing guidance, industry expertise and collaborative research and development projects targeting mechanical and chemical recycling infrastructure.
The membership advances Primark's broader circularity strategy, which aims to incorporate more recycled materials into its product ranges. Earlier this year, the company launched its first capsule collection made with reclaimed denim, comprising five pieces that contain at least 20 percent recycled denim sourced from discarded textiles.
The five-item range was designed without standard elastane stretch blends or unnecessary metal hardware like traditional rivets to facilitate better recovery at end of life.
The retailer is also expanding circular design principles through its revised Circular Product Standard 2.0 framework, which assesses garment durability, raw materials and recyclability. In the 2024/25 financial year, circular-by-design standards applied to 8 percent of denim garments sold by the company.
Participation in the Denim Deal will shape upcoming product development as Primark pursues greater incorporation of post-consumer recycled cotton throughout its worldwide denim offering.