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DUBLIN – One of the world’s largest fast fashion retailers, Primark, has this week launched a new sustainability strategy which is focused on reducing waste, cutting supply chain carbon emissions, and improving the lives of garment workers.

The move sees Primark attempt to position itself alongside H&M as a ‘sustainable’ fast fashion brand, with a heavy focus on marketing and PR. However, many of its nine commitments fail to stand up to closer scrutiny, with the target of cutting carbon emissions in supply chains arguably being the only pledge of real substance.

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