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DUBLIN - Budget retailer Primark has launched its first collection based on its new 'Circular Product Standard' which aims to reduce fashion waste and give clothes a longer life.

The 35-piece collection is designed according to the standard - based on the principles of the Ellen MacArthur Foundation - which the company eventually aims to use to design all of its products.

Primark says each piece has been designed - from fibre composition to enhanced durability and recyclability - to support the company’s ambition to move towards a more circular future.

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