Primark has unveiled its most comprehensive adaptive clothing range yet, developed in collaboration with disability advocate and Unhidden founder Victoria Jenkins.
Following the release of an adaptive lingerie range in January 2024 and a subsequent summer collection in with Jenkins in July this new 49-piece range includes wardrobe staples such as jumpers, jeans, T-shirts and trench coats with adaptive features.
These include magnetic zippers, hidden openings for tube, stoma or catheter access, elasticated waistbands and accessible fastenings.
Retail prices range from £12 for a men’s padded gilet, which includes a magnetic zip, large pockets for medical devices and tube access, to £24 for a women’s knitted jumper that features double-ended zip sleeve and thumb holes.
The collection will be available from 28 January in 31 stores nationwide and via Primark’s click and collect service, which is on offer in 113 UK stores, Drapers reported.
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To mark the launch, Primark partnered with the Research Institute for Disabled Consumers (RiDC) to conduct research into the challenges faced by disabled shoppers.
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The study revealed that while 24% of the UK population lives with a disability, 75% of respondents struggle to find accessible clothing, and 80% feel excluded from fashionable options.
Speaking to Drapers, Jenkins said: “The most important thing is that it’s a permanent Primark addition. [It will] always will be there [in store] and now an entire generation can get up and get dressed. It’s the stuff of dreams.
“It doesn’t happen overnight, [for example] Unhidden was eight years of development, but Primark has done amazing research in adaptive fashion. It is a good start to 2025 for the disabled community and has been a long time coming.”
Charlie Magadah-Williams, Primark head of diversity and inclusion Charlie Magadah-Williams added: “At each stage of the journey in developing this adaptive collection we’ve challenged ourselves to make every element of it more accessible – from the labelling used through to how a customer will experience the product when shopping in store.
“We’re so grateful for the expert partnership we’ve drawn on and the many colleagues and advisors we’ve worked with in the disabled community to inform this collection and our work, who have pushed us to go further and do more.”
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