Primark has launched its first circular product range designed and made to be worn for longer by the customer with the aim of helping to reduce the high volume of waste to come from the fashion sector.

The new 35-piece collection is the first of its kind based on Primark’s new Circular Product Standard, a framework build by the fashion brand based on the principles established by the Ellen MacArthur Foundation.

The range features menswear, womenswear, and kidswear and is made up of designs and colours to be mixed and matched with wardrobe staples. From fibre composition to enhanced durability and recyclability, each piece has been designed to support Primark’s ambition to move to a circular future.

The clothes in the collection are made from at least 95% cotton from the Primark Sustainable Cotton Programme, which trains cotton farmers to use less water, chemical fertilisers, and pesticides. The other 5% is made up of trims, embellishments, or buttons which – where possible – have been designed to be removable or recyclable.

It has also been tested for increased durability in line with Primark’s new enhanced durability wash standard.

Finally, each piece has been designed to be recycled at the end of its life. Where possible, trims and buttons can be removed so items can be more easily reused or recycled either into new fibres or new products. Customers can now drop their pre-loved clothing off at their local textile donation point, which are currently available in Primark stores in selected markets.

Nicholas Lambert, circular product lead at Primark, said: “This collection brings together years of work to create a new framework, with the ambition of enabling our product teams and suppliers to create more circular products that are designed with the end in mind.

“This has led to the creation of our first circular collection of affordable wardrobe staples that customers can rewear, repair, and ultimately recycle. While we hope our customers enjoy wearing every piece in the collection, we also want to bring them on this journey with us as we look to change mindsets about what an affordable, circular product looks like.

“This collection was created by a small group of our designers, buyers, and suppliers piloting our new Circular Product Standard and, while we know this is just one small step in our commitment to become a more circular business, we’re excited to now roll these new design principles our across our business and with more suppliers, allowing us to scale it up.”

Jules Lennon, fashion lead at the Ellen MacArthur Foundation, said: “to address our current take, make, waste, linear fashion industry, we must transition to a circular economy for fashion, where clothes are used more, made to be made again, and made from safe and recycled or renewable inputs.

“Through their participation in The Jeans Redesign, and development of their Circular Product Standard, Primark is taking a step forwards in its long-term circular economy journey. Now there is a clear pathway and a need to continue driving action, at pace and scale.”

The launch of this collection follows a pilot of the Circular Product Standard framework last year in which Primark trained an initial group of designers, buyers, and suppliers in circular design. This training will now be rolled out to over 500 members of Primark’s product teams this year, along with additional selected suppliers.