Denim made using old denim
Like all our denim, this range is designed for more wears and more washes, but this time, we’ve gone a step further…
Meet our most forward-thinking denim yet. Designed and made with our circular design principles, this range is our first one made using old denim, created with durability and recyclability in mind. Because when clothes make us feel this good, they shouldn’t go to waste.
Your new staples
This collection is thoughtfully designed from the ground up. By removing stretch, avoiding unnecessary metal like rivets and using recycled trims with one other single material (like 100% cotton), we’re making denim that’s not only built for everyday wear, but is also easier to recycle when it’s finally time to say goodbye. Every piece is tested to meet our highest durability standard, because loving your denim for longer starts with how it’s made.
We’re creating clothes that are made to last, be worn repeatedly and recycled into new materials at the end of their life. The range includes five everyday heroes across womenswear and menswear. From the cinched waistcoat and classic barrel jeans to relaxed trucker jackets, boyfriend jackets and baggy jeans. Each piece is made using a minimum of 20% recycled denim and cotton from our Primark Cotton Project. Designed to work hard in your wardrobe season after season, this is clothing you can love for longer
“Denim has always been a wardrobe staple, but this range highlights how it can also be a driver of positive change. By championing durability and recyclability, we want people to feel confident that their denim will stay with them for years and that it has the potential for a second life beyond that.” - Claire Scanlon, Solutions Manager for Circular and Sustainable Design