Brooke Roberts-Islam is a writer, public speaker and author focused on sustainability, innovation and business. She's covered under-reported barriers to fashion's sustainability efforts, including 'Fast Fashion Is The Industry’s Sustainability Scapegoat. Here’s Why That’s Wrong..
Fifty years old and founded by Associated British Foods, the Primark fashion brand aims to provide affordable clothing choices for everyone. With 70,000 employees and 450 stores in 17 countries, the brand's accessibly-priced fashion once earned it the nickname 'Primarni' in the 2000s–a time when it featured alongside high-end fashion brands in British Vogue, Grazia, and other fashion publications.
WRAP lent its support to the framework, and its Director of Collaboration and Change said of their research,"We found that extending the life of clothing by an extra nine months reduces carbon, waste, and water footprints by as much as 30%–each" underlining a key rationale behind Primark's efforts; the brand, after all, has committed to Science Based Targets, includingacross the entire value chain by 2030.
Such EPR schemes can include an ecomodulation opportunity, whereby brands pay fewer fees if their products are more durable and made of lower-impact or recyclable materials, for example. Walker says Primark's new durability framework is part of the preparation for this new regulation but is also necessary to maintain the brand's 'license to operate' in the age of climate change and increased consumer concern about clothing's environmental impacts.
Bernard Arnault LVMH Sustainable Fast Fashion Impacts Durability Of Clothing Circular Fashion Research Most Durable Jeans Sustainable Fashion Brands
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