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Primark launches Durability Framework to show affordable fashion can last

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Image © Primark

Primark has harnessed insights from WRAP and its Textiles 2030 initiative, alongside research from environmental charity Hubbub and the University of Leeds School of Design, to create a set of guidelines for how retailers can extend the life of clothing.

The Primark Durability Framework, which will be made publicly available, aims to drive “a positive dialogue” on the topic among industry peers and partners. The fashion retailer will also use the framework to help continue to boost the lifespan across its range.

Vicki Swain, product longevity and partnership lead, Primark Cares, said: “When we find clothes that we love, we wear them again and again and again. 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. We’re proud to be publishing these guidelines and hope it will encourage wider conversation.” 

What is the Primark Durability framework? 
As signatories to the Textiles 2030 initiative, Primark benefited from the support and advice of WRAP’s expert team throughout the creation of the Primark Durability Framework. This helped inform the decision to include two pillars of testing: Extended Washing and Physical Quality testing.

Primark has also determined three additional tiered levels that build on its existing Minimum Compliance level: Foundational, Progressive and Aspirational.

The retailer said this structure is designed to be flexible to allow for change and improvement over time. Since January 2024, most of Primark’s clothing has been washed as per care label, to the aspirational level of 45 washes to build a data set on the performance of different clothing groups. The framework is anchored by the continuous improvement principles Primark uses across its operations so that durability is sewn into every part of the clothing lifecycle. 


Read more: Primark introduces Swap Shop initiative


In partnership with Hubbub, Primark set out to explore aspects of the longevity of clothes. As part of this journey, research was commissioned from the UOL School of Design. It tested clothing priced from £5 to £150 against specific wash and performance standards. The findings revealed that some of the more affordable clothing performed just as well as, or even better than, more expensive ones. 

For example, the test results for the top three women’s and men’s t-shirts showed that their performance was very similar, but the prices varied a lot. Out of the 33 t-shirts tested, the data showed that price doesn’t predict how durable a t-shirt will be, nor does it indicate differences in durability between shirts.

Primark stressed paying double for a t-shirt doesn’t mean it will last twice as long. In some cases, spending more actually gets you a t-shirt with worse durability compared to lower-priced options. Through this research Primark wanted to show that all garments deserve to be cared for equally, regardless of their price. 


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