Primark has officially joined the Denim Deal, a global initiative that brings together brands, manufacturers, suppliers, and recyclers across the fashion industry with a shared focus on increasing the use of post-consumer recycled cotton in denim and advancing circularity through collaboration and innovation.
As a member of the Denim Deal, Primark will work alongside a broad coalition of industry partners to share knowledge and collectively tackle the challenges involved in scaling post-consumer recycled cotton across denim production. The membership also gives Primark access to industry expertise, technical and sourcing support, and opportunities for collaborative research and development.
Building on Existing Circular Denim Commitments
This move builds on Primark’s ongoing work to increase the use of recycled materials and embed circularity more deeply across its product range. Earlier this year, the retailer launched its first capsule denim collection made using reclaimed denim — a five-piece range where each product contained a minimum of 20% recycled denim, produced from discarded denim textiles recycled back into new cotton fibre.
The collection was also designed with end-of-life recyclability in mind. Primark addressed some of the most common barriers to garment recycling by removing stretch components and unnecessary metal elements such as rivets from the collection’s construction.
Circular Product Standard 2.0
Primark’s commitment to circular denim extends beyond individual collections. The retailer has updated its Circular Product Standard to version 2.0, which focuses on three core areas: durability, materials, and recyclability. In the 2024/25 period, 8% of denim units sold by Primark met its circular-by-design criteria under this standard.
What the Denim Deal Partnership Means Going Forward
Through its membership in the Denim Deal, Primark intends to build on this existing progress by learning from others across the industry and exploring practical opportunities to further increase the use of post-consumer recycled cotton in its denim range. The partnership positions Primark within a wider industry network actively working to push the boundaries of what is possible in circular denim at scale.
