S7 E10: Progress Over Perfection: Making Circular Fashion Work at Scale with Nick Lambert, Head of Circularity at Primark

This week’s episode is a big one  and a conversation we’ve been really excited to share. We’re joined by Nick Lambert, Head of Circularity at Primark, whose career journey is a powerful example of how deep commercial experience can drive real, meaningful change in sustainability.

Nick started his career like many in retail  working his way up through buying, beginning as a buying admin assistant at Arcadia (Topshop/Topman), before becoming a buyer and eventually moving to Primark nearly a decade ago. After 20 years in the industry, Nick made the transition from buying into sustainability, where he now leads Primark’s circular fashion strategy at scale.

What makes this conversation so compelling is Nick’s honesty about the realities of change in a fast-paced, commercial retail environment. He shares how Primark’s sustainability function has evolved, how circularity is being embedded into buying and design teams, and why progression over perfection is the only way forward when working at volume.

We dive into what circular design actually means in practice from hands-on co-creation workshops with buyers and designers, to the challenge (and success) of moving from 0% to 5% circular design in clothing in just two years. Nick also explains how material innovation plays a role, with 74% of Primark clothing now containing recycled or more sustainably sourced materials.

A big part of this episode focuses on people how to bring buying teams on the journey, make sustainability exciting rather than overwhelming, and balance commercial KPIs alongside long-term environmental goals. Nick shares why internal ambassadors are key, and how creativity and collaboration unlock far more progress than compliance ever could.

Finally, we look ahead. From upcoming EU legislation on eco-design, to the rise of pre-loved fashion and repair services, including Primark’s repair pilot with The Seam in Manchester, Nick gives a clear-eyed view of where circular retail is heading and why collaboration across the industry has never been more important.

This is a must-listen for buyers, designers, sustainability teams, and anyone curious about how big retailers can be part of the solution.

Three Key Takeaways

1) Scale Can Drive Real Impact

While fast fashion often faces criticism for volume, Nick shows how scale can be a force for good. From supporting 300,000 small-holder farmers through the Cotton Project to achieving 10% recycled cotton usage, large retailers have the power to drive meaningful change when sustainability is built into the system.

2) Sustainability Needs Commercial Allies

The biggest barrier to progress isn’t technical - it’s engagement. Embedding sustainability into buying teams means speaking their language, celebrating progress over perfection, and making change feel creative, achievable, and commercially relevant.

3) Collaboration Is Non-Negotiable

Sustainability is one area where competitors are choosing collaboration over secrecy. Working with organisations like the Ellen MacArthur Foundation, Cotton Connect, and alongside brands such as H&M, Inditex, Ralph Lauren and Gucci, proves that shared challenges require shared solutions.

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