Primark has joined the Denim Deal, a global collaboration of brands and industry partners working to make the denim industry more circular by scaling post-consumer recycled cotton.
Primark has become a member of the Denim Deal, a global initiative bringing together brands and industry partners across the fashion industry to help increase the use of post-consumer recycled cotton in denim, and advance circularity through collaboration and innovation.
As members, Primark will work alongside brands, manufacturers, suppliers and recyclers to share knowledge and address some of the challenges involved in scaling post-consumer recycled cotton in denim. The partnership unlocks access to industry expertise, technical and sourcing support, as well as opportunities for collaborative research and development.
This builds on Primark’s existing work to increase the use of recycled materials and expand and embed circularity across its products.
Earlier this year Primark launched its first capsule denim collection made using reclaimed denim. Each product contained a minimum 20% recycled denim, made using discarded denim textiles recycled into new cotton fibre. The five-piece collection was also designed to address common barriers to recycling at the end of a garment’s life, like removing stretch and unnecessary metal elements such as rivets.
Primark is also working to embed circular design more widely through its updated Circular Product Standard 2.0, which focuses on three areas: durability, materials and recyclability. In 2024/25, 8% of denim units sold by Primark met its circular-by-design criteria.
Through the Denim Deal, Primark will build on this work by learning from others across the industry and exploring practical opportunities to further increase the use of post-consumer recycled cotton in its denim.