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Primark rolls out new durability and repair initiatives

Sophie Smith
14 March 2023

Primark is launching a variety of new durability and repair initiatives to "help ensure clothes can be loved and worn for longer".

The brand is working with WRAP, a signatory to its Textiles 2030 initiative, bringing businesses together to create a uniform standard for durability. Through this work, Primark has developed an "enhanced durability" wash standard using a framework based on WRAP’s Clothing Longevity Protocol.

Primark is also working with Hubbub to examine consumer wearing and washing habits in order to further understand the factors that impact clothing durability. The findings will be shared later this year.

Following a "successful" pilot in 2022 with 43 repair workshops across the UK and Republic of Ireland, the brand is now expanding its free repair workshop programme to more stores. 

To maximise accessibility, Primark has also created an online customer hub featuring "easy-to-follow" repair videos. The videos give advice on topics including basic stitching and sewing on buttons/zips.

The launch of these initiatives support Primark’s ambition to become a more circular business in line with its long-term sustainability strategy, Primark Cares.

Lynne Walker, Director of Primark Cares, said: “We believe passionately that more sustainable fashion should be affordable for all and whatever your budget you should be able to trust that the clothes you are buying meet a certain standard and can go the distance. This has never been more important for our customers.

“That’s why we want to see the introduction of a durability standard across the fashion industry, and we want to understand more about the behaviours and attitudes which impact how we all wear and care for our clothes. We know that many clothes that are discarded may still have plenty of wear left in them and that’s why we want to help people learn new repair skills to be able to sew, fix a button or even customise a piece of clothing to give it a new lease of life.”    

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