It’s the Circle of Life, and in celebration of a full 30 years since the release of Disney’s The Lion King, Primark has moved to launch a whole new clothing collection designed with that circularity at the very forefront of its portfolio.
In a new first for the high street fashion retailer, the entire collection will be made using recycled and more sustainably sourced materials including plant-based fibres and organic cotton. A selection of products in the range will also be made to be removed or recycled into new fibres of products.
This means that specific items within the new The Lion King collection will feature trims and buttons that can be removed so those items can be more easily reused or recycled.
To celebrate the launch of the collection, Primark is hosting ‘Love it for Longer’ repair workshops in London, UK, and Dublin to encourage customers to repair and rewear their clothing. The workshops will cover a variety of mending and customisation skills including Disney themed patchwork and sewing techniques.
Details of the materials used to make each product will be displayed on the product swing-tag in stores. it includes the use of organic cotton certified by Organic Content Standard (OCS) or Global Organic Textile Standard (GOTS) accreditation; cotton sourced from Primark’s own Sustainable Cotton Programme; fibres made using the cellulose found in wood such as viscose, modal, and lyocell produced using wood sourced from responsibly managed forests; recycled cotton, recycled acrylic, recycled nylon, and recycled polyester, and in some instances even recycled metal.
The new range features much-loved characters from The Lion King: Simba, Nala, Timon, Pumbaa, and the whole gang and includes womenswear, kidswear and accessories.
Sarah Jackson, director of licensing at Primark, said: “We know our customers love Disney’s The Lion King, so we’re delighted to launch this new range made from recycled or more sustainably sourced materials, as part of Primark’s ongoing commitment to make more sustainable fashion affordable.
“We’re always looking at ways to create memorable in-store experiences and we’re excited to invite our customers to take part in our Love it for Longer repair workshops. Our free repair workshops aim to inspire and empower people to re-love and revamp their clothing.”
Sonia Samra, category vice president, Disney EMEA said: “This range inspired by The Lion King is the latest in our long-standing relationship with Primark and we are delighted to be celebrating the film’s 30th anniversary with them. This movie and its themes of family, friendship, and self-discovery remain relevant today. We know that there will be fans who will reach for this collection due to nostalgia as well as those who may have discovered the story more recently – either way we’re sure they will find something they love!”
Primark entered the license market in 2011 with its first Disney range and the collaboration has grown from strength to strength across a breadth of categories, becoming the retailer’s largest license partner and a firm customer favourite.
For further information or to book a space at the Primark ‘Love it for Longer’ repair workshops, visit here. And to learn more about how we’re designing more of our clothes with the future in mind, visit here.
As part of the launch, the campaign video tells the story of a The Lion King themed Primark onesie being passed down, encouraging people to love and wear their clothing for longer.
