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Primark launches adaptive clothing range with Victoria Jenkins

Sophie Smith
21 January 2025

Primark has launched a new adaptive clothing range for men and women, all with features designed around the needs of disabled people or those experiencing temporary disability.

The new collection, which has been developed with adaptive fashion designer and disability campaigner, Victoria Jenkins, includes a selection of wardrobe staples based on Primark’s bestsellers - from trench coats and t-shirts to jeans and jumpers.

Created to reflect a diverse range of needs, the 49-piece clothing collection was shaped through a series of focus groups and hands-on fit sessions with members of the disabled community.

It is 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's also options for people who are seated, such as wheelchair users. 

Despite 24% of people in the UK living with disability, new research commissioned by Primark in partnership with the Research Institute for Disabled Consumers (RiDC), shows that three quarters (75%) find it difficult to get accessible clothing.

The findings highlight the challenges and frustrations that come from not being able to find the right clothing.

Ann-Marie Cregan, Trading Director at Primark said: "Primark has always stood for making affordable fashion accessible for everybody and every body. 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."

Alongside 31 stores offering the new range, it will also be sold via Click & Collect – currently available in 113 locations and rolling out to all stores in Great Britain by the end of the year.

The collection builds on the success of the brand's first adaptive lingerie range, which was launched in January 2024 as part of plans to improve accessibility for customers and colleagues.

Charlie Magadah-Williams, Head of Diversity & Inclusion at Primark, said: "Since the launch of our accessibility commitments, we have been working to make Primark more accessible for our customers and colleagues and the last twelve months have seen us accelerate this, introducing wider changes right across our business.

"At each stage of the journey in developing this adaptive collection we’ve challenged ourselves to make every element of it more accessible – from the labelling used through to how a customer will experience the product when shopping in store.

"We’re so grateful for the expert partnership we’ve drawn on and the many colleagues and advisors we’ve worked with in the disabled community to inform this collection and our work, who have pushed us to go further and do more."


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