Primark's new framework promotes clothing durability for all [Yahoo! Finance]
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Source: Yahoo! Finance
designed to set the bar for how retailers can extend the life of their clothing and ultimately allow consumers to wear their clothes for longer. The Primark Durability Framework draws on insights from environment charity Hubbub and the University of Leeds (UOL), as well as WRAP. WRAP has been providing Primark with support and advice since the retailer signed the Textiles 2030 initiative and supported the framework's creation. As part of the project, Primark also commissioned research from the UOL School of Design. It tested clothing priced from £5 ($6.54) to £150 ($196.08) against wash and performance standards and found that some of the more affordable clothing products performed just as well as, or even better than, more expensive items Hubbub CEO Alex Robinson said: “With Primark, we busted the myth that clothing is only durable at higher prices, by testing the physical durability of garments, led by the UOL School of Design. Driving awareness around clothing durability he
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