What: The UK retailer has announced a series of new waste reduction initiatives as part of its Primark Cares drive.

Why it is important: As more customers focus on reducing waste, Primark is joining the repair-rather-than-replace movement and strategically partnering with organizations to learn more about consumer behavior and clothing durability.

Primark is working with waste charity WRAP with the goal of creating durability benchmarks and to expand the useful lifespan of garments they produce.

The retailer has also partnered with environmental and behavior change charity Hubbub and the University of Leeds School of Design to look at the durability of clothing across price points and research consumers’ attitudes towards clothing.

The repair workshops have been in a pilot stage across 43 stores and will be rolled out to more branches in addition to tutorials being available on Primark’s social channels.

Primark is expanding its repair-it-don’t-bin-it drive