Primark launches collection with using EarthColors® dyes from plant and food waste

(This is a reproduction of the press release issued by PRIMARK on August 5, 2021)

Primark is launching a new collection, under the Primark Cares label, incorporating EarthColors® by Archroma. The range uses waste generated by the food and plant industry to create a selection of beautiful earthy, neutral but also natural fabric dyes.

The new 22-piece collection will span menswear, womenswear, kidswear, nightwear and homeware and will be made with Primark sustainable cotton or organic cotton.

The range gets its unique colours from EarthColors® dyes, made from waste left over by the food and plant industry, creating a palette of natural shades. During the production of EarthColors®, 100% of the natural raw material is transformed into a new dyestuff.

Primark’s EarthColors® by Archroma collection features three different colour palettes:

1. Diresul® Earth-Sand: manufactured using 90% bitter orange from the herbal industry
2. Diresul® Earth-Clay: manufactured using 90% beet from the food industry
3. Diresul® Earth-Forest: manufactured using 90% saw palmetto, a type of tree from the herbal industry

From sweaters to pyjamas, to shorts and bed sheets, the range will start with prices from £4/€5/$8.

Commenting on the launch, Director of Primark Cares, Lynne Walker said: “We’re really proud of this latest collection, made using organic cotton and cotton from our Primark Sustainable Cotton Programme. It not only looks great but also repurposes something which would have otherwise gone to waste. We’re working hard to expand the range of products we offer under the Primark Cares label, which use more sustainable materials or methods while keeping the same great low prices that our customers love.”

Heike van de Kerkhof, CEO of Archroma, comments: “We are very proud to see this gorgeous collection reach the stores. Our EarthColors® are one of the most iconic of our sustainable and environmentally friendly developments: it is a truly ground-breaking innovation that combines non-edible plant waste-based colours which can be used in industrial production.”

The EarthColors® by Archroma collection is the latest product range to come under the Primark Cares label following on from key new launches last month including Primark’s most sustainably made denim Cradle to Cradle Certified® jeans, a recycled cotton leisurewear collection in partnership with Recover, and skinny jeans made from plastic bottles which have been collected from land within 50km of the coastline, with REPREVE Our Ocean®

The EarthColors® by Archroma collection is available in selected stores globally and can be found in the newly launched wellness sections.

For more information -https://www.primark.com/en/the... and https://www.archroma.com/innovations/earth-colors-by-archroma

(Photos: Primark)