Primark has announced a major change to its clothing stock for autumn and winter 2022.
The discount shopping chain has confirmed that it will be making a change to its lowest-priced t-shirts this A/W. The clothing will come under the retailer’s Primark Cares label.
This means the t-shirts will be made with more sustainable or recycled materials. All the cotton in its menswear and kidswear lowest price t-shirts will also come from Primark’s Sustainable Cotton Programme.
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The change comes as new research commissioned by Primark shows the ongoing cost of living crisis is forcing people to make difficult trade-offs between affordability and sustainability. The research shows that 38% of shoppers in the North West worry cost of living will stop them shopping sustainably.
It also showed that UK shoppers are facing a crisis of conscience, with 38% of people living in North West England saying that they don’t think they can afford to buy sustainable fashion in the midst of the cost-of-living crisis. According to the research, people in the North West are more likely than anyone else in the UK to prioritise sustainability when buying clothes, taking priority even over style.
Primark’s Sustainable Cotton Programme uses a range of manmade and natural fibres, with cotton as the main natural fibre used to make its products. Primark has committed to making all its clothing using recycled fibres or more sustainably sourced materials by 2030.
The new changes will impact Primark’s lowest-priced t-shirts, menswear and kidswear lowest priced t-shirts. The clothing will come from Primark’s Sustainable Cotton Programme, the largest of its kind of any single fashion retailer.
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