Primark is to join a line-up of high street retail and entertainment brands to showcase its latest licensed products under its Primark Cares label at Brand Licensing Europe. 

Tying together the show’s key themes for 2022 of fashion and sustainability, purpose and diversity and inclusion, the Products of Change Sustainability Café will showcase the latest developments in more sustainable fashion from across the industry. 

Primark’s presence at the show will include a dedicated showcase stand featuring its latest Primark Cares fashion and accessories, as well as a collection highlight at the entrance of the show’s London ExCeL venue which will 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 that aim 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 so their carbon emissions are halved across its value chain by 2030.  

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“We are delighted to be showcasing our very best in Primark Cares and licensing at this event,” says Sarah Jackson, director of licensing, Primark. “Our licensed range continues 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.” 

“We are incredibly proud to be welcoming Primark Cares to the Products of Change Sustainability initiatives at Brand Licensing Europe this year,” says Helena Mansell-Stopher, founder, Products of Change. “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.” 

You can see the Primark Cares showcase at Brand Licensing Europe from Sept. 20-22.