Primark launches Cradle to Cradle Certified® Gold jeans - the most sustainably made denim jeans yet

Low on environmental impact but big on style, Primark’s new 100% organic cotton mom jeans have achieved Cradle to Cradle Certified® at the Gold level. The Cradle to Cradle Certified Product Standard is a globally recognised measure of safe, more sustainable products with a lower impact on people and planet.

This is the assurance that Cradle to Cradle Certified® products creates: customers can trust what they are buying is responsibly sourced. Primark’s new range brings this assurance combined with the great low prices customers know and love.

Primark is delighted to offer its first ever Cradle to Cradle Certified® jeans. Made to last, using more sustainably sourced materials, the mom jeans are a great wardrobe staple and are fully recyclable by design.

The new launch is just one small element of the wider Primark Cares collection. Primark Cares labelled products include jeans made using cotton grown by farmers trained through Primark’s Sustainable Cotton Programme, as well as our items made using recycled materials across our women’s, men’s, kidswear and home departments - such as swimwear, activewear, shoes, pyjamas, lingerie, denim and duvets. These are all part of Primark’s journey to becoming a more sustainable business, while keeping its prices low, so that everyone can afford to shop more sustainably. The new Cradle to Cradle Certified® jeans range follows the launch of a leisurewear collection in partnership with Recover, with more capsule collections planned in the coming months.

Director of Primark Cares, Lynne Walker said, “Primark is proud to be part of the Cradle to Cradle Certified® Products Program to launch our most sustainably made jeans yet. This new collection is a small but important addition to our Primark Cares range and part of our overall ambition to bring more sustainable fashion to our customers without giving up on the amazing prices we’re famous for. There’s lots more to come as we roll out our plans in the coming months.”

To achieve Cradle to Cradle Certified® Gold, the jeans have been assessed for environmental and social performance across five critical sustainability categories:

  • Material health; ensuring products are safe for both people and planet. C2C Certified Gold jeans are made using chemicals and dyes that are more sustainable, and 100% organic cotton.
  • Material reuse; eliminating waste by designing for recyclability. These jeans are fully recyclable.
  • Renewable energy and carbon management; protecting life on our planet. C2C Certified Gold jeans are made using a minimum of 50% renewable energy and reduced carbon emissions.
  • Water stewardship; ensuring water is preserved and protected. C2C Certified Gold jeans are made using methods that preserve and use less water.
  • Social fairness; enhancing people’s lives. C2C Certified Gold jeans are created in an environment where there are safe and fair working practices.

Part of the Primark Cares label, the new mom jeans are available in two classic colourways, mid-blue and ecru, which have been coloured with dye derived from plant waste.

Offering a flattering high waist fit with tapered legs, mom jeans are seasonless and can be worn all year round. The ripped details create a laidback look that suits every shape and style.

These jeans will be available in sizes 4 – 20 in selected stores globally from 7th June at Primark’s everyday great value prices of £19 / €21 / $24 each.

Primark’s new 100% organic cotton mom jeans have achieved Cradle to Cradle Certified® at the Gold level Cradle to Cradle Certified is a globally recognised measure of safer, more sustainable products made for the circular economy

Notes to Editor

Denim ripped mom jeans in mid-blue and ecru
Cradle to Cradle Certified® Gold
100% organic cotton, coloured with dye derived from plant waste
Launching in-store 7th June
Available in stores globally
£19 / €21 / $24 / PLN95 / CZE545 each

About Primark

Primark is an international retailer that offers the latest fashion, beauty, and homeware at the best value on the high street; put simply, Amazing Fashion at Amazing Prices. First established in Dublin in 1969, we currently have over 390 stores, with over 16.5 million square foot of selling space, across 13 countries: the Republic of Ireland, the UK, Spain, Portugal, Germany, the Netherlands, Belgium, Austria, France, the US, Italy, Slovenia and Poland. We employ over 65,000 people and last financial year (FY19/20) we opened 12 stores and created over 2,800 new jobs, receiving over 48,000 job applications.

About Primark Cares

The Primark Cares initiative is a clear and committed statement to our customers, employees, partners and suppliers that we take our responsibility as a large retailer seriously. It’s a reminder that we’re always investing in ways to support the people who make our clothes and to protect the environment. Primark Cares labels can be found across a wide range of products in our stores. You can also read more about the work we’re doing under the ‘People & Production’ and ‘Planet’ sections on our website – www.primark.com/en-us/primark-cares

About Cradle to Cradle Certified®

Cradle to Cradle Certified is a globally recognized measure of safer, more sustainable products made for the circular economy by the Cradle to Cradle Products Innovation Institute.

Product designers, manufacturers and brands around the world rely on the Cradle to Cradle Certified Product Standard as a transformative pathway for designing and making products with a positive impact on people and planet. From fragrances to flooring, t-shirts and jeans to water bottles and window treatments, thousands of products are Cradle to Cradle Certified. What’s more, a growing number of brands, organizations and standards also recognize Cradle to Cradle Certified as a preferred product standard for responsible purchasing decisions.

Currently in its fourth iteration, the Cradle to Cradle Certified Product Standard is rooted in the Cradle to Cradle® design principles established by William McDonough and Dr. Michael Braungart. Standard requirements are developed through a stakeholder engagement process with input from technical experts, market leaders and the public.

To receive certification, products are assessed for environmental and social performance across five critical sustainability categories: material health, material reuse, renewable energy and carbon management, water stewardship, and social fairness. A product is assigned an achievement level ( Bronze, Silver, Gold, Platinum) for each category. A product’s lowest category achievement also represents its overall certification level. The standard encourages continuous improvement over time by awarding certification on the basis of ascending levels of achievement and requiring certification renewal every two years.

For more information: https://www.c2ccertified.org/

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