Primark wants clothes to last longer. So the fashion/lifestyle retail giant has launched a set of “industry-leading” guidelines designed “to set the bar for how retailers can extend the life of their clothing”.

It’s called the Primark Durability Framework and the aim is that “our customers will ultimately be able to love and wear their clothes for longer”.

The framework draws together various insights from global environmental NGO WRAP and its Textiles 2030 initiative, alongside research from environmental charity Hubbub and the University of Leeds (UOL) School of Design, and, or course, Primark’s own experiences, “to outline guidance for clothing durability”.

By making the framework publicly available, Primark aims to “drive a positive dialogue on the topic among industry peers and partners”. The retailer will also use the framework to help continue to boost the lifespan across its clothing, it noted.

Vicki Swain, Product Longevity and Partnerships Lead, Primark Cares said: “The Durability Framework will support on delivering enhanced durability across our ranges, meaning that customers can continue to wear their favourite clothes for longer. It’s an important step towards our goal of strengthening the durability of our clothing by 2025.”

Catherine David, Director of Collaboration, WRAP added: “Extending clothing life by nine months can reduce carbon, waste, and water footprints by up to 30%. If we can help people wear their clothes for longer, we can make an impact on the environmental footprint of the clothing sector. We’re pleased to work with Primark as they explore ways to help customers keep their clothes in use longer, including supporting the Primark Durability Framework.”