Primark has committed to making all of its clothes using recycled or more sustainably-sourced material by 2030 while promising the move will not result in higher prices.
The fast fashion giant also said it will strengthen the durability of its clothes so they last longer and design garments so they can be recycled.
The retailer’s new sustainability strategy includes halving its carbon emissions and “pursuing” a living wage for workers in its supply chain.
Currently, some 25% of Primark’s clothes are made from recycled or more sustainably sourced materials.
The first step of its commitment will see all men’s, women’s and children’s entry price t-shirts being made with sustainably sourced cotton over the next year.
Primark said it will make changes to its design process to ensure its clothes can be recycled at the end of their life to help reduce fashion waste, and is working with waste and resources body Wrap to draw up new industry guidelines on durability.
Primark chief executive Paul Marchant said: “We believe that sustainability shouldn’t be priced at a premium that only a minority can afford. Because of who we are, we believe we have the opportunity to make more sustainable fashion choices affordable to all.
“This is a new and exciting chapter in the Primark story. Our ambition is to offer customers the affordable prices they know and love us for, but with products that are made in a way that is better for the planet and the people who make them.
“We know that’s what our customers, and our colleagues, want and expect from us.”
Stores will feature promotion of the retailer’s new ‘How Change Looks’ campaign accompanied by more clothes recycling bins and educating consumers on techniques to lengthen the lifespan of their wardrobe from sewing skills to guidance on washing practices.
Primark said it will report back annually on its progress in meeting its commitments.
