- 30 participants at the “Love IT for Longer” workshop on July 5th in the Primark Store in the Zoom Berlin shopping center.
- Local experts show how clothing can be easily repaired and cared for.
- Part of an international program of Primark that encourages people to carry their clothes longer and value their clothes.
Primark Germany organized its first public “Love IT for Longer” workshop in Berlin last Saturday. The aim of the program is to help more people wear their clothes longer. Around 30 visitors took the opportunity to get to know simple repairs in the Primark Store in the Zoom Berlin shopping center under the guidance of local experts – free of charge and without previous knowledge.
In around 90 minutes, the participants received practical instructions, tips for care and many aha moments related to the subject of textile growth. The aim of the format is to create a greater awareness of the value of clothing and to again establish repair as everyday and accessible practice.
“The great interest and the positive response show that many people consciously deal with the care of their clothes because they want to appreciate their clothes and use them as long as possible.” “This is exactly where we want to start: with low -threshold offers that convey knowledge and give joy”
The workshop is part of an international program that Primark has successfully implemented in seven countries since 2022. Over 400 events have been carried out since then – with more than 7,000 free participation passes for customers and employees.
“Duration is a central component and important lever for more sustainability in fashion and good communication begins with real offers, in which people can become active” “With the start in Germany, we continue consistently.”
Sequel follows:
After the successful start in Berlin, the next workshop appointments have already been determined:
- July in Mannheim
- July in Essen
Free registration via Eventbrite: Primark Germany by Primark | Eventbrite.
The workshop series is part of Primark’s comprehensive commitment to enable clothing for a longer life. Since 2023, new standards for evaluating quality and durability have been in effect. The Primark Durability Framework makes longevity measurable. 39 % of the collection already meet these criteria.
In addition, the repair approach is part of a larger transformation process with which Primark would like to make sustainable business and sustainable fashion accessible to everyone. 66 % of the clothing at Primark already consist of recycled or sustainably procured materials, and it should be 100 % by 2030.