To celebrate 30 years of Disney’s The Lion King, Primark has teamed up with Disney to launch a collection of clothing and accessories.
And in a first for Primark, in collaboration with Disney’s The Lion King, all the clothing in the collection is made using recycled or more sustainably sourced materials.
A selection of products are also made to be reloved or recycled into new fibres or products. This means that, where possible, trims and buttons can be removed so the items can be more easily reused or recycled into new fibres or new products.
As part of the launch, the campaign video tells the story of a The Lion King themed Primark onesie being passed down, encouraging people to love and wear their clothing for longer.
The range features characters including Simba, Nala, Timon and Pumbaa among others, across womenswear, kidswear and accessories.
To celebrate the launch of the collection, Primark is hosting ‘Love it for Longer’ repair workshops in London, UK and Dublin, Ireland to encourage customers to repair and rewear their clothing. The workshops will cover a variety of mending and customisation skills including Disney-themed patchwork and sewing techniques.
“We know our customers love Disney’s The Lion King, so we’re delighted to launch this new range made from recycled or more sustainably sourced materials, as part of Primark’s ongoing commitment to make more sustainable fashion affordable,” commented Sarah Jackson, director of licensing at Primark. “We’re always looking at ways to create memorable in-store experiences and we’re excited to invite our customers to take part in our Love it for Longer repair workshops. Our free repair workshops aim to inspire and empower people to re-love and revamp their clothing.”
Sonia Samra, category vice president at Disney EMEA, added: “This range inspired by The Lion King is the latest in our long-standing relationship with Primark and we are delighted to be celebrating the film’s 30th anniversary with them. This movie and its themes of family, friendship and self-discovery remain relevant today. We know that there will be fans who will reach for this collection due to nostalgia as well as those who may have discovered the story more recently – either way we’re sure they will find something they love.”
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