Primark launches affordable 49-piece adaptive clothing collection based on its bestsellers
Clothing retailer Primark has unveiled a new affordable 49-piece adaptive clothing range for men and women which includes wardrobe staples based on Primark’s bestsellers – from trench coats to jeans, all with features designed around the needs of disabled people or those experiencing temporary disability.
Developed with award-winning adaptive fashion designer and disability campaigner, Victoria Jenkins, founder of Unhidden, the collection will be available from Tuesday 28 January in 31 stores nationwide and through the 113 UK stores offering Click & Collect.
The collection’s adaptive features are designed to make dressing simpler, from magnetic zippers and snap fastenings to waist loops that help to pull up trousers and hidden openings for tube, stoma or catheter access.
There is also a range of options for people who are seated, such as wheelchair users. Created to reflect a diverse range of needs, the collection was shaped through a series of focus groups and hands-on fit sessions with members of the disabled community.
Although 24 per cent of people in the UK have a disability, according to UK Government statistics, new research commissioned by Primark in partnership with the Research Institute for Disabled Consumers (RiDC), shows that 75 per cent of people with a disability in the UK find it difficult to get accessible clothing.
Additionally, 70 per cent of those surveyed state they must spend more on clothing that meets their needs while 80 per cent say they feel excluded from buying fashionable clothes.
The findings highlight the challenges and frustrations that come from not being able to find the right clothing. Three quarters said that this has led to them being in a situation where they have felt uncomfortable, such as in social settings, on holiday or attending weddings. Two in five said that they often cancel plans due to difficulties in finding the right clothing.
Commenting on the launch, Ann-Marie Cregan, Trading Director for Primark said: “Primark has always stood for making affordable fashion accessible for everybody and every body. There are millions of people in the UK today whose needs aren’t being met on the high street.
“This collection is an important step in ensuring that more people can find clothes that help them to look and feel their best without the high price tag that often comes with more specialist items or having to invest in expensive alterations.
“We’ve developed a range that focuses on timeless wardrobe staples that are carefully designed to be versatile and affordable. It has been amazing to collaborate with Victoria and bring her expertise and experience in adaptive fashion design to our teams.
“From discreet magnetic closures and waist loops on this season’s denim, to hidden tube access and soft, friction-free pyjamas, we’ve worked hard to incorporate adaptive features without compromising on style or comfort.”
The 49-piece collection includes wardrobe staples for women and men as well as nightwear and underwear. The marketing campaign for the collection features models with a range of disabilities and celebrates the style, comfort and freedom found in finding clothes that suit your needs.
Primark says the collection builds on the success of its first adaptive lingerie range, launched in January 2024, which was unveiled alongside plans to improve accessibility for customers and colleagues. This includes offering more accessible products, creating inclusive store environments, fostering a culture of accessibility, and ensuring diverse representation across its campaigns.
To drive this forward, Primark has partnered with a number of organisations and consultants including the Business Disability Forum, Dr. Shani Dhanda, Purple Tuesday and AccessAble, who have developed Detailed Access Guides for all Primark stores in the UK and Republic of Ireland to help customers plan their visits with confidence.
Dr. Gregory Burke, Founder and Executive Chair of AccessAble said: “We are delighted to partner with Primark to develop Detailed Access Guides for their stores and offices across the UK and Republic of Ireland.
“We know that 90 per cent of disabled people search for accessibility information before visiting somewhere for the first time. Our Guides, produced through comprehensive surveyor assessment, cover everything from parking, to entrances, toilet facilities, lifts, fitting rooms and checkouts. Whether you need to know about walking distances, assistive listening, signage, seating or transfer spaces, they are here to help.
“To date, AccessAble has surveyed over 8,000 shops and shopping centres in the UK and is proud to collaborate with Primark to address the challenges disabled people face when shopping.”
The retailer has also collaborated with accessibility app NaviLens on the launch of the adaptive clothing range, with a code available to scan on product signage to support visually impaired people access information, translating it into the user’s local language, and locate the range in store.
Asda’s clothing line George also launched an adapted clothing range to support independent dressing for children and young people with disabilities.