
Primark has unveiled a new affordable adaptive clothing range developed with award-winning adaptive fashion designer and disability campaigner Victoria Jenkins (pictured above).
The new 49-piece clothing collection, for men and women, includes wardrobe staples based on Primark’s bestsellers - from trench coats and tees, to jumpers and jeans, all with features designed around the needs of disabled people.
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.
“It’s an incredibly proud moment to see this collection go live and see adaptive fashion come to the high street on this scale for the first time,” said disabled entrepreneur Victoria, founder of the adaptable clothing brand Unhidden.
“Disabled people face lots of barriers in their lives and clothing shouldn’t be one of them. We don’t want to live in a uniform of jogging bottoms and t-shirts but often don’t have a choice.
“I hope this launch is a step in changing that narrative, bringing more choice to the high street. We’ve created pieces that are not only functional but fashionable and affordable, because everyone deserves to feel confident and stylish in what they wear.
“I hope this inspires the industry to continue moving toward greater accessibility and inclusivity for all."
The new collection will be available from January 28 in 31 stores nationwide and through the 113 UK stores offering Click & Collect.
“Primark has always stood for making affordable fashion accessible for everybody and every body.” said Ann-Marie Cregan, Trading Director for Primark.
“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 collection builds on the success of Primark’s 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.
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.
To find out more visit https://www.primark.com/en-gb
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