Primark sets benchmark guidelines for clothing durability

Primark wants clothes to last longer. That's why the fashion and lifestyle retail giant has released a set of “industry-leading” guidelines designed “to set the standard for how retailers can extend the life of their clothing.”

It's called the Primark Durability Framework and the goal is so that “our customers can finally love and wear their clothes for longer.”

The framework brings together various ideas from global environmental NGO WRAP and its Textiles 2030 initiative, alongside research from environmental charity Hubbub and the University of Leeds (UOL) School of Design and, of course, Primark's own experiences, “to outline a guide for the clothing industry.” durability”.

By making the framework publicly available, Primark aims to “drive positive dialogue on the issue among peers and industry partners”. The retailer will also use the framework to help continue to increase the shelf life of its clothing, he noted.

Vicki Swain, product partnerships and longevity lead at Primark Cares, said: “The durability framework will help deliver greater durability across all our ranges, meaning customers will be able to keep wearing their favorite clothes for longer. “It is an important step towards our goal of strengthening the durability of our clothing by 2025.”

Catherine David, collaboration director at WRAP, added: “Extending the life of clothing by nine months can reduce the carbon, waste and water footprint by up to 30%. If we can help people wear their clothes for longer, we can have an impact on the environmental footprint of the clothing sector. “We are delighted to be working with Primark as they explore ways to help customers keep their clothes in use for longer, including compatibility with the Primark Durability Framework.”