What: Fast fashion goes full speed into circularity as an argument for their sustainable model.

Why it is important: Most department stores are testing second-hand as a way to attract younger crowds, however, the productivity of this model remains to be found in most cases. Fast fashion, which is looking for credibility on its own, is a new threat.

Primark is launching a sustainable 35-piece collection based on the Ellen MacArthur Foundation's ‘Circular Product’ standard, committing to the circular economy and reducing fashion waste.

The collection is designed for longevity and recyclability without increased cost, with prices ranging from 5 to 25 euros. Primark aims to apply these design principles across the business, working with product teams and suppliers to scale up their circular economy efforts.

Primark goes into circularity