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George at ASDA launches adapted clothing collection in supermarket first

Tom Shearsmith
08 February 2023

In a supermarket first, George at ASDA has launched an adapted clothing range in support of independent dressing for children and young people with disabilities.

Following the success of their Easy on Easy Wear school uniform range in September last year, the grocery retailer has announced they are creating a collection of everyday casualwear specially adapted to make independent dressing easier for those with additional needs and reduced mobility.

The 24-piece collection features items suited for everyday dressing for those aged 3-16 years old. With styles including block-coloured tracksuits and printed co-ords, the collection includes discreet and practical modifications that make day-to-day dressing easier.

Hidden hook and loop fasteners on necklines make slipping sweatshirts and tees on and off more comfortable, whilst higher backs and longer legs ensure a level waistband and perfect leg length when seated.

Holes are added to make dressing easier for feeding tubes, whilst soft threads have been specifically incorporated and care labels removed to prevent potential irritation and support children with sensory needs.

To consult on the collection, George’s Buying Manager Vicki Radford enlisted the help of 14-year-old Ava Joliffe, an award winning deaf and blind artist from Preston. She assisted on the accessibility and design of the range, providing authentic advocacy for young disabled people.

Vicki Radford, George at ASDA Buying Manager, commented: "It was really important to Ava that we designed our adapted collection in line with the main kidswear range, so children with disabilities can wear the same as their friends... and it was really important to us that these pieces remain competitively priced and affordable to all our customers.

"Working with Ava was a real joy; we’re all so proud of the pieces we’ve created together, and as a brand, are delighted to have been able to extend the range past schoolwear to encompass everyday dressing."

George at ASDA's extensive kidswear collection is available in store and online now, priced from £9.

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