Jeans from old jeans: Primark joins the Denim Deal initiative
Irish fashion chain Primark has joined the Denim Deal, which aims to get more recycled cotton from used clothing into jeans. So far 8 percent of its denim items meet its circular rules.
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Dublin-based fashion chain Primark has joined the international Denim Deal initiative. It brings together fashion brands, manufacturers, suppliers and recyclers to raise the share of recycled cotton from used clothing in denim. According to FashionUnited, Primark plans to share technical know-how with supply chain partners and reduce barriers to processing post-consumer fibres. Joint research into mechanical and chemical recycling is also planned.
In February, Primark presented its first capsule collection made from reclaimed denim. The five pieces for women and men contain at least 20 percent recycled denim, with the rest coming from its own cotton programme, the company says. To make later recycling easier, Primark left out stretch fibres and unnecessary metal such as rivets. The pieces cost between 18 and 24 pounds.
Primark is currently updating its design rules for durable and recyclable products under its “Circular Product Standard 2.0”. According to FashionUnited, 8 percent of the denim items it sold in the 2024/25 financial year met these criteria. The company plans to use larger volumes of recycled cotton across its global denim range.