For the first time in this collaboration, all clothes are made from recycled or more sustainably sourced materials. This means that decorative elements such as buttons have been removed, making it easier to reuse them to produce new fibers and articles. Additionally, selected products from the collection are also intended for recovery in order to obtain new fabrics.
The Lion King is the hero of the new line from Primark
In connection with the launch of the campaign, a short promotional video was prepared telling the story of the Primark T-shirt with the Lion King motif that was passed on. The material is intended to encourage people to wear clothes for a longer time and, when we want to part with them, to pass them on.
The assortment of the new collection will include the most popular characters from The Lion King, such as: Simba, Nala, Timon and Pumba, which will be available in the offer of women's and children's clothing and accessories. The products will be available in all Primark stores.
To celebrate the launch of the collection, Primark is running Love it for Longer workshops in London and Dublin to encourage customers to renovate their clothes. The workshops will cover various techniques of sewing, repairing and personalizing clothes.
“We know our customers love Disney's The Lion King. We're delighted to launch this new range made from recycled and more sustainably sourced materials. These are part of Primark's ongoing commitment to creating sustainable, affordable fashion," said Sarah Jackson, licensing director at Primark, adding:
“We're always looking for ways to deliver great experiences in Primark stores, so we're delighted to be able to invite our customers to take part in our free Love it for Longer repair workshops. They aim to inspire and encourage people to love and refresh their clothes again."
