Irish fast fashion chain Primark has debutedits first collection designed in line with the Ellen MacArthur Jeans Redesign guidelines.

The range uses organic cotton and recycled content. The collection meets all of the Jeans Redesign standards, with adult jeans in the collection made from either 70 percent organic cotton, 29 percent recycled cotton and one percent elastane, or 70 percent organic cotton and 30 percent recycled cotton. Children’s jeans are made of 78 percent organic cotton, 20 percent recycled cotton and two percent elastane. All of the organic cotton and recycled cotton used by Primark in this collection is fully traceable. Zips and buttons can be removed and the denim can withstand a minimum of 30 washes.

The Jeans Redesign guidelines were established in 2019 based on expert-provided insight as a way to set a standard for garment health that would make it easier to recycle denim at its end of life. The guidelines include minimum recyclability requirements such as using cellulose fibers from regenerative, organic or transitional farming methods, including easy-to-remove hardware, and foregoing the use of any hazardous chemicals. In addition the fabric should be able to withstand domestic washing.