Primark rolls out 'Circular Product Standard 2.0' to boost sustainability across fashion

Primark is taking a significant step toward becoming a more circular business with the launch of its updated Circular Product Standard 2.0.

Originally introduced in 2023, the framework outlines the brand's commitment to integrating circular design principles into its products, inspired by the Ellen MacArthur Foundation’s vision for a circular economy in fashion.

The revised standard builds on three years of "testing, learning, and collaboration," providing a more structured and actionable approach to circular design for both Primark and its suppliers.

Since the initial rollout, circular design guidelines have been applied to nine key product areas: denim, jersey, knitwear, nightwear, shirts, skirts, blouses, dresses and leisurewear.

For the 2024/2025 financial year, 5% of all clothing units sold at Primark were circular by design. In specific categories, such as jersey and denim, this figure reached 20% and 8%, respectively.

Primark’s Circular Product Standard 2.0 is intended to help product teams integrate circular design into their daily decision-making processes. This includes making practical adjustments, such as reducing the depth of elasticated waistbands or eliminating non-essential metal elements like rivets.

A new "Progressive" design level has also been introduced, setting clearer expectations for more advanced designs. This includes stricter requirements for materials, durability and recyclability, such as the use of post-consumer recycled textiles. Additionally, Primark has identified more recyclable printing techniques to further enhance recyclability.

The company is also expanding its knowledge of circular design by providing training in partnership with organisations like the Circular Textiles Foundation. All new buyers at Primark are offered training on circular design principles.

Nicholas Lambert, Head of Circularity and Materials at Primark, said: "As we relaunch and update our Circular Product Standard, we do so with the benefit of having learned a lot over the past three years. We know that we haven’t solved every challenge or answered every question - far from it.

"Instead, we hope this updated approach reflects our commitment to learn and continue to achieve progress (not perfection) in collaboration with our partners, suppliers, and colleagues.

"We continue to firmly believe that circular fashion should be affordable for all. We hope that this updated Circular Product Standard 2.0 will support that ambition."

Primark is also reviewing its broader sustainability strategy to ensure its efforts remain aligned with evolving regulations and customer expectations. Circularity continues to be central to this strategy and will remain a key focus for the business moving forward.