UK fashion retailer Primark has entered a three-year partnership with the Waste and Resources Action Programme (WRAP) to reduce textile waste and increase the longevity of clothing. This collaboration aligns with Primark's sustainability strategy and commitment to make clothes recyclable by design by 2027.

The partnership will focus on expanding Primark's textile donation initiatives and addressing obstacles that prevent consumers from donating used clothing. By leveraging WRAP's expertise in behavioral science through its Behaviour Change subsidiary, they aim to find creative ways to keep clothes in circulation longer.

WRAP and Primark have already begun gathering insights and researching consumer behavior regarding textile donations. This research identifies the main barriers and motivations around donations and seeks to raise public awareness of Primark's donation options.

Lynne Walker, Director of Primark Cares, said, “By combining our expertise, we can better understand consumer behavior, improve our takeback schemes, and scale circularity initiatives. We believe that, together, we can drive meaningful change across the fashion industry.”