Primark unveils its first U.S. in-store 'repair' classes
Primark is bringing its free in-store repair classes to its U.S. stores — a move designed to support the expansion of affordable sustainable fashion.
On Thursday, the global value fashion retailer launched its “Love It for Longer” repair workshop in its Staten Island store. Customers that sign up for the free class will learn simple mending and upcycling techniques that range from fixing hems to adding buttons or pockets. All participants will receive a complimentary sewing kit, repair booklet and reusable tote bag.
In June, Primark’s location at Tysons Corner Center in Tysons, Va., will be its second U.S. store to offer the repair program.
The class is an extension of the retailer’s Primark Cares sustainability strategy which is focused on making sustainable fashion affordable and accessible for all customers. However, the “Love It for Longer” program stems from humble beginnings — a customer email received during the COVID-19 pandemic.
“One customer sent an email asking how to make easy repairs on our apparel,” Lynne Walker, director, Primark Cares, said at a press event. “After exploring the opportunity, we wanted to create a program that tutored customers on ‘easy to mend’ skills that could help improve the longevity of fashion pieces — and even fall in love with it again.”
Primark officially introduced “Love It Longer” classes in 2022. Currently the company hosts nearly 400 free sessions in its stores across the UK, Ireland, the Netherlands, Italy, Belgium, Spain and France.
“Over the last three years, we’ve hosted hundreds of repair workshops in our stores across Europe and the UK and are excited roll out this offering in a handful of U.S. markets – a major sustainability milestone for the brand and our conscious consumers,” said Kevin Tulip, Primark’s U.S. president. “We know that educating customers on repair is a small step in our journey to becoming a more sustainable business. Through our scale, we can reach many people and hopefully spark some change in how people care for and wear their clothes.”
Primark’s “Love It Longer” program coincides with the company’s sustainability commitments. Specifically, 66% of Primark’s clothing is made from recycled or sustainably sourced materials. The company has a goal of reaching 100% by 2030.
"Offering repair workshops is important not just to learn the skills but also to build community,” Walker added. “Repair will help drive scale for sustainability. It crosses countries, borders and languages and will help drive change.”
Primark has reduced its scope 1 and scope emissions by 21% year over year in 2024. Overall, the company lowered emissions by 52% compared to its 2019 baseline.
In addition to upholding sustainability goals, Primark is also expanding its U.S. footprint. It expects to operate 60 locations in the U.S. by the end of 2026.
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Founded in Ireland in 1969 under the Penneys brand, Primark operates 450 stores globally, with 30 stores in the United States. The company is owned by Associated British Foods.