Primark has joined a line-up of high street retail and entertainment brands to showcase its latest licenced products under its Primark Cares label at Brand Licensing Europe.
By Rob Hutchins, Products of Change
Tying together the show’s key themes for 2022 of fashion and sustainability, purpose, and diversity and inclusion, the Products of Change Sustainability Café is showcasing the latest developments in more sustainable fashion from across the industry.
Primark’s presence at the show includes a dedicated showcase stand featuring their latest Primark Cares fashion and accessories, as well as a collection highlight at the entrance of the show’s London ExCeL venue which also feature products made from recycled or more sustainable materials. Primark Cares is the high street fashion retailer’s vision of how they want to make more sustainable fashion affordable for everyone. Building on a decade of work, its sustainability strategy Primark Cares includes stretching targets which aims to accelerate progress in this space.
This includes a commitment that all its clothes will be made from either recycled or more sustainable materials by 2030 – already at nearly 40%. Primark has also committed to design its clothes so they can be recycled and strengthen their durability, so they last longer, and to halve carbon emissions across its value chain by 2030. Commenting on Primark’s participation in Brand Licensing Europe, Sarah Jackson, Director of Licensing, said “We are delighted to be showcasing our very best in Primark Cares and licensing at this event. Our licensed range continue to generate huge excitement among our customers and our ambition is to become the number one destination for licensed clothing on the high street”. “Partnerships like this enable us to show the work we are doing to bring some of these licensed ranges under Primark Cares and to offer more sustainable affordable fashion for our customers.” Helena Mansell-Stopher, founder of Products of Change, added: “We are incredibly proud to be welcoming Primark Cares to the Products of Change Sustainability initiatives at Brand Licensing Europe this year. The steps being taken by the retailer to make sustainable fashion affordable for everyone, while helping lift equity in a sustainable supply chain, from the source, is the perfect example of the people, planet, and purpose mindset we all need to help industries such as fashion and retail make a successful transition to a more regenerative and sustainable future.”