Primark is moving to make its children’s clothes more inclusive, as it brings in small changes to make extra comfort as standard. 

The changes, which are designed to make kids feel comfortable in their clothes, will be built into the fashion retailer’s core ranges, with the brand moving away from neck labels across its kids clothing and nightwear and introducing seamless sock options as a first step.

The move comes after Primark learnt from parents and carers about some of the sensory challenges for children associated with traditional clothing features.

It builds on the brand’s wider commitment to “becoming a more accessible place to shop and work,” following the launch of its adaptive men’s and women’s fashion range in January. 

Primark is removing neck labels from the backs of t-shirts, sweatshirts, hoodies and pyjamas across its kids ranges, with hundreds of its most popular tops and nightwear options coming with printed neck labels ahead of the back-to-school season.

The move means 50% of the fashion giant’s kids clothing will become neck label free.

The business is also rolling out a range of seamless and flat seam socks, after seams in socks were flagged as another common source of discomfort for children.

Shoppers can look for “extra comfort” signs in-store to find the range, which includes symbols to show whether the product has no neck label.

The retailer is also introducing a filter for “sensory friendly” kidswear options when browsing its website. 

Primark trading director Ann Marie Cregan said: “We want all kids to feel great in their clothes, so they can focus on what matters – being themselves.

“This isn’t about creating a new and special range, it’s about improving our kids’ clothes, thinking about inclusive design from the very start and removing or sometimes adding features, so that they work harder for more children and families.” 

“We’ve started with removing neck labels and introducing more seamless socks – small changes that we heard from parents could make a big difference. 

“Our kids clothing already represents the best value on the high street and we know how important this is right now. We will continue to listen to parents to understand what more we can do.”

Back in January 2024, Primark debuted its first adaptive product range, as it sought to make clothing for disabled people more accessible and affordable.

The adaptive lingerie collection featured four items with magnetic closures – a seam-free bra, lace bralette, brief and period pants brief – ranging from £8 to £10.

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