Denim Deal has added Primark as its largest brand partner to date.

On Tuesday, the Dublin-based fashion chain announced it has joined the industry-leading initiative committed to standardizing circular practices in denim production. Denim Deal unites brands, manufacturers, recyclers and policymakers in its mission to catalyze the production of 1 billion pairs of jeans containing at least 20 percent post-consumer recycled (PCR) cotton by 2030.

Primark said it will work alongside other members to share knowledge and address some of the challenges involved in scaling post-consumer recycled cotton in denim. “The partnership unlocks access to industry expertise, technical and sourcing support, as well as opportunities for collaborative research and development,” the retailer stated.

In a LinkedIn post, Denim Deal said Primark “brings significant scale and reach to the Denim Deal, alongside a growing focus on circular design, recyclability, and the use of recycled materials across its collections.”

The organization added that Primark’s participation represents a step toward reaching the scale needed to create wider industry impact. “Because increasing the use of post-consumer recycled cotton is not only a technical challenge. It also requires demand, long-term commitment, and collaboration between brands, retailers, mills, manufacturers, recyclers, and innovators across the value chain,” Denim Deal stated.

Other Denim Deal members include Urban Outfitters, Realteks, Marmara Hemp, FibreTrace, DNM Denim and more.

In February, Primark launched a five-piece denim collection made with fabrics that contain a minimum of 20 percent recycled denim.

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