Primark has committed to make all of its clothes using recycled or more sustainably-sourced material by 2030 while promising the move will not result in higher prices.
The fast fashion retailer also said it will strengthen the durability of its clothes so they last longer and design garments so they can be recycled.
The retailer’s new sustainability strategy includes halving its carbon emissions and “pursuing” a living wage for workers in its supply chain.
Currently, approximately 25% of Primark’s clothes are made from recycled or more sustainably sourced materials.
The initiative will begin with men’s, women’s and children’s entry price t-shirts being made with sustainably sourced cotton over the next year.
Primark chief executive Paul Marchant said: “We believe that sustainability shouldn’t be priced at a premium that only a minority can afford. Because of who we are, we believe we have the opportunity to make more sustainable fashion choices affordable to all.
Stores will feature promotion of the retailer’s new ‘How Change Looks’ campaign that will update consumers on techniques to lengthen the lifespan of their wardrobe from sewing skills to guidance on washing practices.
Primark will be reporting back annually on its progress in meeting its commitments.