Primark, a popular fast-fashion retailer, has recently announced a collaboration with WRAP, a sustainability charity, to enhance its textile donation schemes and promote circularity in the fashion industry. This partnership aligns with Primark’s broader sustainability strategy, which includes a commitment to making clothes recyclable by design by 2027.
One of the key areas of focus for this collaboration is to expand Primark’s textile donation schemes and address barriers that prevent consumers from donating used clothes. Research conducted by WRAP has revealed that a significant number of clothing items are left unused in wardrobes across the UK, with a large portion of used textiles ending up as general waste. Despite Primark’s existing takeback scheme being one of the most used in the UK, only 22% of survey respondents reported participating in such schemes. This highlights a need for increased consumer awareness and education on textile donation options.
WRAP and Primark have already begun consolidating knowledge and conducting research to better understand consumer behavior around textile donations. By identifying key barriers and motivations for donating clothes, the partnership aims to enhance public understanding of Primark’s donation options. Insights from this research will inform pilot projects aimed at expanding Primark’s textile donation schemes and potentially launching other circular clothing initiatives.
In addition to the collaboration with WRAP, Primark has also contributed to the Durability Research Project, working on developing a Durability Framework to set industry standards for extending the life of clothing. By making this framework publicly available, Primark hopes to encourage dialogue and cooperation across the fashion industry to support longer-lasting and more durable products.
Lynne Walker, Primark Cares director, expressed optimism about the collaboration, stating that combining expertise with WRAP will allow them to better understand consumer behavior, enhance takeback schemes, and scale circularity initiatives. She believes that by working together, they can make a meaningful impact in driving change across the fashion industry.
Catherine David, WRAP’s director of behavior change and business programs, emphasized the need for industry-wide action to reduce the environmental impact of textiles. She highlighted the importance of scaling circular business models accessible to people to achieve vital carbon and water reductions.
In conclusion, the collaboration between Primark and WRAP represents a significant step towards promoting sustainability and circularity in the fashion industry. By focusing on expanding textile donation schemes, addressing barriers to donation, and developing industry standards for clothing durability, the partnership aims to drive positive change and reduce the environmental impact of the fashion industry.