The Irish retailer has just launched its first range of jeans made from 100% sustainable cotton.
The new women’s skinny jeans will be available in three different washes–indigo, black and light blue–and will be sold in stores across all markets, at a retail price of £13 (€17).
The launch of its first sustainable cotton jeans marks an important step as Primark is moving towards using sustainably sourced cotton across its product ranges and follows the introduction of sustainably sourced cotton into one of Primark’s most popular product lines–women’s pajamas–which have sold over 11.2 million pairs since their launch, as the company states in a press release.
The jeans are made with cotton from Primark’s Sustainable Cotton Program, which launched in India in 2013. Following the expansion of the program into Pakistan last year, Primark has announced that more than 28,000 farmers across both markets have now enrolled in the training. Early year one results recorded in Pakistan are promising, with farmers’ profits already increasing. They are also starting to see average reductions of more than 20% in chemical pesticide and fertilizer use and more than 15% in water use.
The program was developed in partnership with agricultural experts Cotton Connect, and local NGOs SEWA (the Self‐Employed Women’s Association) in India and REEDS (the Rural Education and Economic Development Society) in Pakistan, and trains farmers according to appropriate farming techniques for their land. This ranges from seed selection, sowing, soil, water, pesticide and pest management, to picking, fiber quality, grading and storage of the harvested cotton.
The jeans–part of the Primark Cares initiative–are Primark’s latest sustainable staples following its recent collaboration with Alice Liveing, which featured a top and leggings set made from recycled polyester and two biodegradable water bottles. More sustainable cotton products will be released in the coming year, including homeware.