Primark ups inclusivity in kidswear with focus on 'extra comfort'

In a move to make its kidswear more inclusive and comfortable, Primark is introducing small changes "designed to make extra comfort standard" - addressing some of the biggest sensory challenges many children face with clothing.

The changes include removing neck labels from over 50% of its kids’ clothing, including T-shirts, sweatshirts, hoodies and pyjamas ahead of the back to school season.

Hundreds of Primark’s most popular tops and nightwear options, including almost 70% of pyjamas, will now come with printed neck labels.

Following parent feedback, seams in socks were also identified as another common source of discomfort. In response, Primark is introducing a range of seamless and flat seam socks "designed to make it easy to have a whole week of comfortable options to hand".

The move builds on the retailer’s wider commitment to becoming a more accessible place to shop and work, following the launch of its adaptive men’s and women’s fashion range earlier this year.

Ann Marie Cregan, Trading Director at Primark, said: "We want all kids to feel great in their clothes, so they can focus on what matters - being themselves. This isn’t about creating a new and special range, it’s about improving our kids’ clothes, thinking about inclusive design from the very start and removing or sometimes adding features, so that they work harder for more children and families.

"We’ve started with removing neck labels and introducing more seamless socks – small changes that we heard from parents could make a big difference.

"Our kids’ clothing already represents the best value on the high street and we know how important this is right now. We will continue to listen to parents to understand what more we can do."

Customers can look out for ‘Extra Comfort’ signage in store, which includes symbols to show whether the product has no neck label.

Additionally, to help make it easier to shop online, the retailer is rolling out a filter for ‘sensory friendly’ kidswear options when browsing the Primark website.