High street retailer Primark has announced it is making a major change to its autumn and winter 2022 clothing stock and it will effect its lowest-priced t-shirts. The change comes as new research commissioned by the budget retailer shows the ongoing cost of living crisis is forcing people to make difficult trade-offs between affordability and sustainability.
In the research, it showed UK shoppers are facing a crisis of conscience, worrying that the cost of living will stop them shopping sustainably. However, the multinational fast fashion retailer hopes the changes it is making to some of its clothing lines will ally these concerns. It's lowest-priced t-shirts 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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Primark’s Sustainable Cotton Programme, according to a report by Liverpool Echo, is the largest of its kind of any single fashion retailer. The brand 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 retailer has shops locally including a store in Long Row in Nottingham city centre, and in the Four Seasons Shopping Centre, Mansfield.
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