Primark is launching a series of new durability and repair initiatives, in order to help ensure clothes can be loved and worn for longer".

In order to produce a unified standard for durability, the company is collaborating with WRAP, a signatory to its Textiles 2030 program. Through this effort, Primark has created a wash standard for "improved durability" that is based on the WRAP Clothing Longevity Protocol.

In order to better understand the elements that affect apparel durability, Primark is collaborating with Hubbub to analyze consumer wearing and washing behaviors. The results will be made public later this year.

The brand is now expanding its free repair workshop program to other locations after a "successful" experiment in 2022 with 43 repair facilities across the UK and Republic of Ireland.

Primark also developed an online customer centre with "easy-to-follow" repair videos to increase accessibility. The tutorials offer guidance on subjects like fundamental stitching and sewing on buttons and zippers.

In keeping with its long-term sustainability strategy, Primark Cares, several initiatives are being launched to assist Primark's goal of becoming a more circular company.

Lynne Walker, Director of Primark Cares, said that they feel passionate that more sustainable design should be accessible to everybody, and whatever your budget, you should be able to trust that the garments you are buying meet a particular quality and can last the test of time. Their clients have never placed more importance on this. 

Walker added that they want to see a durability standard adopted by the fashion industry because of this, and they also want to learn more about the attitudes and behaviors that affect how each of us wears and takes care of our clothing. They want to assist individuals in learning new repair skills so they can sew, mend a button, or even customize an item of clothing to give it a new lease on life because they know that many things that are thrown may still have plenty of wear left in them.