George’s Adult Adaptive Clothing Range

George at Asda has launched a 28-piece collection of adult adaptive clothing which honours the legacy of breast cancer campaigner Nicky Newman.

The new range of adaptive clothing is aimed at people with additional needs that includes openings for feeding tubes, discreet pockets for stoma bags, easy on fastenings and metal-free zips.

Back in March 2023, Nicky took to her Instagram to ask if she could partner with a brand to create an adaptive clothing range. She was listening to her community, who were going through intense treatment themselves and struggling to find clothing suitable and affordable for their treatment needs.

Asda became the first supermarket to offer adaptive clothing that supports independent dressing for children with specific needs such as autism and have now extended the range into men’s and womenswear.

The idea for the new range came from Nicky’s very personal experience and her determination to make life more comfortable and dignified for others in a similar situation.

“During one of the hardest times of our lives, Nicky was in and out of hospital, suffering side effects from chemotherapy,” said Alex Hammond, Nicky’s husband.

“Having been fitted with a port, she found it undignified to constantly change in and out of her clothes into hospital gowns for scans or to allow access to the port.

“She looked for adapted clothing she could wear, but there wasn’t much choice. She bought a jumper from one brand and, while it really helped her, it cost £90 – a huge expense at a time when our finances were already impacted by her leaving her job due to the effects of cancer on her health.”

Nicky was inspired to work with George at Asda to really push for comfortable and affordable clothing lines with adaptable options for others like herself – clothing that allowed you to retain comfort and dignity at a time when that was already difficulty.

She wanted designs that provided easy access for lines such as her portacath or stomas, and options that were metal-free for use in MRI scans, allowing people to wear their own clothes instead of hospital gowns.

The collection has taken nearly two years to launch, with the design teams at George wanting to gauge as much feedback as possible to ensure all the items produced were useful, comfortable, and suitable for as many conditions as possible.

“We have worked closely with Nicky, Alex and their network of friends to create this bold adaptive range that we hope has fulfilled Nicky’s wishes,” said Karl Doyle, Vice President of George Clothing.

“We have taken time and passion to really understand the specific needs of each item produced – how we can make them more comfortable, fashionable, affordable and dignified.”

All 28 items are available online at www.george.com.