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Primark has unveiled a new affordable 49-piece adaptive clothing range for men and women which includes wardrobe staples based on Primark’s bestsellers – from trench coats and tees, to jumpers and jeans, all with features designed around the needs of disabled people.
The new collection, which has been developed with award-winning adaptive fashion designer and disability campaigner, Victoria Jenkins, founder of Unhidden, is available in 31 stores nationwide and through the 113 UK stores offering Click & Collect.
The collection’s adaptive features are 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 is also a range of options for people who are seated, such as wheelchair users. Created to reflect a diverse range of needs, the collection was shaped through a series of focus groups and hands-on fit sessions with members of the disabled community.
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. Seven out of ten (70%) of those surveyed state they must spend more on clothing that meets their needs while 80% say they feel excluded from buying fashionable clothes.
The findings highlight the challenges and frustrations that come from not being able to find the right clothing. Three quarters (75%) said that this has led to them being in a situation where they have felt uncomfortable, such as in social settings, on holiday or attending weddings. Two in five (42%) said that they often cancel plans due to difficulties in finding the right clothing.
Commenting on the launch, Ann-Marie Cregan, Trading Director for 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. From discreet magnetic closures and waist loops on this season’s denim, to hidden tube access and soft, friction-free pyjamas, we’ve worked hard to incorporate adaptive features without compromising on style or comfort.”
Victoria Jenkins, Adaptive fashion designer and founder of Unhidden added; “It’s an incredibly proud moment to see this collection go live and see adaptive fashion come to the high street on this scale for the first time. Disabled people face lots of barriers in their lives and clothing shouldn’t be one of them. We don’t want to live in a uniform of jogging bottoms and t-shirts but often don’t have a choice. I hope this launch is a step in changing that narrative, bringing more choice to the high street. We’ve created pieces that are not only functional but fashionable and affordable, because everyone deserves to feel confident and stylish in what they wear. I hope this inspires the industry to continue moving toward greater accessibility and inclusivity for all.”
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.”
The 49-piece collection includes casual staples for women and men as well as nightwear and underwear. Highlights are:
· Women’s trench coat, (£40); also available in seated style (£30): A smart and stylish coat, ideal for transitioning through the seasons, featuring magnetic-fastening pockets, zip sleeves, an attached belt and an adjustable popper hem. There is also a cropped version of the trench for people who are seated.
· Women’s poplin shirt, (£18): A smart white shirt in a poplin material that features accessible openings and tube access.
· Women’s V-neck knitted jumper, (£24); also available in seated style: This sage green knitted jumper incorporates a double-ended zip sleeve and thumb holes, offering flexibility typically not available in knitwear. The seated version of this jumper has a shorter hem at the front.
· Men’s oxford shirt, (£16); also available in seated style: This pinstripe blue shirt features a side seam opening, popper sleeve fastenings and tube access on the front pocket, with a seated version with shorter hems and sleeves also available.
· Men’s straight leg jeans, (£14); also available in seated style: Featuring magnetic button closures, waistband pulls, and tube-access pockets, with the seated version featuring a longer back hem, ankle-cut leg and side zip.
· Men’s padded gilet, (£12): This padded black gilet features a magnetic zip, large pockets for medical devices and tube access.
· Women’s ribbed nightwear top (£12) and wide leg trousers (£14): These soft ribbed lounge top and wide leg trousers are Victoria Jenkins’ top pick of the collection. They feature poppers on sleeves and legs, tube-access pockets, and waistband loops for easier dressing.
· Women’s leisure zip through top (£20) and straight leg bottoms (£16): This tracksuit features a magnetic zip, pockets with tube access, larger pockets for medical devices and accessible openings.
Shot by photographer Esme Moore, Primark’s marketing campaign for the collection features models with a range of disabilities and celebrates the style, comfort and freedom found in finding clothes that suit your needs.
The collection builds on the success of Primark’s first adaptive lingerie range, launched in January 2024, which was unveiled alongside plans to improve accessibility for customers and colleagues. This includes offering more accessible products, creating inclusive store environments, fostering a culture of accessibility, and ensuring diverse representation across its campaigns.
To drive this forward, Primark has partnered with a number of organisations and consultants including the Business Disability Forum, Dr. Shani Dhanda, Purple Tuesday and AccessAble, who have developed Detailed Access Guides for all Primark stores in the UK and Republic of Ireland to help customers plan their visits with confidence.
Dr. Gregory Burke, Founder and Executive Chair of AccessAble said: “We are delighted to partner with Primark to develop Detailed Access Guides for their stores and offices across the UK and Republic of Ireland. We know that 90% of disabled people search for accessibility information before visiting somewhere for the first time. Our Guides, produced through comprehensive surveyor assessment, cover everything from parking, to entrances, toilet facilities, lifts, fitting rooms and checkouts. Whether you need to know about walking distances, assistive listening, signage, seating or transfer spaces, they are here to help. To date, AccessAble has surveyed over 8,000 shops and shopping centres in the UK and is proud to collaborate with Primark to address the challenges disabled people face when shopping.”
The retailer has also collaborated with accessibility app NaviLens on the launch of the adaptive clothing range, with a code available to scan on product signage to support visually impaired people access information, translating it into the user’s local language, and locate the range in store.
The collection, like the majority of Primark clothing, has been tested against the Primark Durability Framework. This includes a number of physical testing requirements as well as extended washing in line with industry best practices, which replicate real-life washing and wearing habits, giving shoppers greater confidence that low prices don’t come at the expense of durability.
About Victoria Jenkins
Victoria Jenkins is a distinguished adaptive fashion designer, disability advocate, and founder of Unhidden, a socially responsible fashion brand specialising in adaptive clothing for the disabled and chronically ill community. With over 16 years of experience in the fashion industry, Victoria became disabled in her mid-20s, which inspired her to create stylish and functional clothing that caters to diverse needs.
In the past three years, Victoria has garnered significant recognition for her contributions. She was named Female Start-Up of the Year 2021 by Enterprise Nation, acknowledging her entrepreneurial spirit and dedication to inclusivity. In 2023, she co-hosted Channel 4’s “The Unique Boutique,” showcasing her expertise in adaptive fashion design. Additionally, she appeared on BBC’s “Dragons’ Den” in February 2023, further highlighting her innovative work.
British Vogue named her as one of 25 powerhouse women changing the fashion industry also in 2023.