Primark has launched a new circular denim collection. A part of The Jeans Redesign project, the collection features denim that’s designed, produced and created to align with the Foundation’s vision of a circular economy for fashion. Based on the principles of the circular economy, the guidelines ensure jeans are used more, made to be made again, and are made from safe and recycled or renewable inputs.

As a participant of the Jeans Redesign project, Primark has released a new collection of jeans and denim jackets, featuring denim that is made from organic cotton and recycled fibers and that has been designed to be easily recycled so that they have the potential to be turned into new jeans once they can no longer be worn. The product is metal rivet-free, a common design element that can make jeans difficult to recycle. Labelling also includes guidelines on removing buttons and zips before sending to recycle to ensure this product has another life.

The jeans are made from 70 per cent organic cotton, 29 per cent recycled cotton and 1% elastane and the jackets are made from 80 per cent organic cotton and 20 per cent recycled cotton.

The collection includes denim jeans for women (£19) and denim jeans for men (£18), as well as an adult denim jacket for £21. The collection is available in store now in 161 stores across all 14 countries Primark operates in.