The Jeans Redesign: Creating a world where clothes are kept in use
For decades, jeans have been at the heart of countless fashion collections. However, they are no exception to the fashion industry’s take-make-waste linear approach. See how the Ellen MacArthur Foundation set out to change this with an ambitious project that put the circular design of jeans centrestage.
Together, brands, mills and manufacturers from high street to luxury retailers have proven that circular design for fashion can become the norm. If you are part of the problem today, you can be part of the solution tomorrow. Primark’s story is just one illustration of what's possible and what's left to do. The path forward is clear - it’s time to step up the pace and scale of progress.
