ASOS and Primark New Green Initiatives

Fast fashion giants ASOS and Primark have set out new environmental goals whilst promising to keep prices low and affordable. 

ASOS announced their aim to achieve a net-zero impact on the environment by 2030 and Primark have promised to make all their clothes using recycled or sustainably sourced materials. 

New targets set by ASOS include reducing emissions from manufacturing of their products, using only sustainably produced or recycled materials, being more transparent about their supply chain, and selecting a more diverse workforce. 

Despite this being a positive move toward zero environmental impact, these fast fashion brands are making empty promises because they don’t have full control over their supply chain. For example, Primark said they would eradicate single-use plastics in their operations, however according to BBC they don’t own most of the factories that manufacture their products. Therefore, this doesn’t change much of their environmental impact. 

As reported by BBC, fashion lecturer Noelle Hatley has criticized the brands for using vague language and immeasurable targets. Their business model relies on unsustainable price points therefore she believes not enough detail has been giving on how they will achieve such change while keeping prices low. 

Before making vague promises about environmental initiatives, fast fashion brands such as ASOS and Primark should work on consolidating and having control over their supply chain to ensure ethical practices.