Primark, an international clothing retailer with more than 80,000 colleagues across 21 countries, has joined the Denim Deal, a global initiative that brings together brands and industry partners to increase the use of post-consumer recycled cotton in denim and advance circularity through collaboration and innovation.
As a member, Primark will work with brands, manufacturers, suppliers and recyclers to share knowledge and address challenges involved in scaling post-consumer recycled cotton in denim. According to the company, the membership provides access to industry expertise, technical and sourcing support, and opportunities for collaborative research and development.
The move builds on Primark’s existing work to increase the use of recycled materials and embed circularity across its products. Earlier this year, the company launched its first capsule denim collection made using reclaimed denim. Each product contained a minimum of 20% recycled denim, made from discarded denim textiles recycled into new cotton fiber. The five-piece collection was also designed to address common barriers to recycling at the end of a garment’s life, such as removing stretch and unnecessary metal elements like rivets.
Primark is also working to embed circular design through its updated Circular Product Standard 2.0, which focuses on 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 learn from others across the industry and explore practical opportunities to further increase the use of post-consumer recycled cotton in its denim.
