DUBLIN - Retail giant Primark is the latest signatory to the Ellen MacArthur Foundation’s Jeans Redesign Project to unveil a collection that complies with its sustainability and circularity requirements.

All signatories – including the likes of H&M, Levi’s and Tommy Hilfiger – pledge to work by guidelines on garment durability, material health, recyclability and traceability.  

Primark’s achievement makes it the fifth firm to launch a denim collection that meets the criteria, following in the footsteps of Crystal Group, Tommy Hilfiger, Frame and American Eagle Outfitters.

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