Schuh In for Adaptive Fashion Brand

High street footwear retailer schuh is showcasing emerging creative talent by teaming up with a young adaptive fashion company for Disability Pride Month.

Radical grassroots label RECONDITION has taken over the retailer's prominent Manchester Market Street storefront for July and turned it into a window on the world of adaptive fashion, which makes designs more accessible for disabled people.

It is the first time that schuh, which launched its community window project earlier this year, has spotlighted an adaptive fashion brand.

RECONDITION was launched by Manchester Metropolitan University fashion graduate Ellie Brown (pictured above) in 2023 and the young company will use the opportunity to spotlight key looks from their first collection.

Every garment in RECONDITION's denim-centred range has built in adaptations to make the designs more accessible to disabled people. These include front pockets on jeans for wheelchair users, ring pull zips for people with reduced dexterity and sleeves with poppers along their full length to help accommodate prosthetic limbs or medical equipment from feeding tubes to insulin pumps.

"When we discovered RECONDITION, we knew immediately that our values aligned,” said Stephanie O'Reilly, head of community at schuh.

"schuh want as many people as possible to be able to enjoy the shopping experience, visit its stores and for customers to feel confident and valued. 

"We love that Ellie and RECONDITION are pushing for progress and want to improve accessibility and inclusion in the fashion industry.”

schuh's community window scheme, which is currently being trialled in Manchester, offers a revolving behind-the-scenes glimpse at the practice and process of local emerging creatives. 

"It's a very exciting opportunity to be able to showcase what we do in such a prominent location,” said Ellie.

"I hope our community window will provoke useful discussions about how fashion - and society as a whole - can take more accountability for inclusivity. We are very grateful to schuh for their support."

To find out more visit https://reconditionmcr.com/