Fashion news

Primark release adaptive clothing range

three models wearing Primark adaptive bras

High street shop Primark has launched its first brand of adaptive clothing in a bid to make their clothes more inclusive.

A new four-piece collection will be available in selected stores as well as the fashion retailer pledging to give more support to its disabled customers and colleagues.

Figures compiled by Primark and the Research Institute for Disabled Customers found three in five [62 percent] of disabled shoppers struggle to find suitable clothing for themselves.

The study also showed that although three in four [77 percent] believe accessible clothing improves their quality of life, only a quarter [25 percent] wear the items because they are more expensive and more difficult to find.

Almost three in five [59 percent] said they would buy accessible clothing if the items were on sale in mainstream retailers.

Charlie Magadah-Williams, Head of Diversity & Inclusion at Primark, said: “Primark was founded with the ambition of making fashion more affordable for everyone, and that means representing and responding to the different needs of all our customers. 

“As we’ve grown, our ranges have expanded and we’re proud to be taking specialist products that are typically more expensive and only available online, and offering them at affordable prices on the high street. Our first adaptive lingerie collection has been two years in the making but we’ve got big ambitions to go further. 

“This is more than a new range for us – it’s the start of looking at how we are supporting our disabled customers and colleagues and understanding what more we can do to make Primark a more accessible place to work and shop.”

Adaptable clothing is designed to be more practical and comfortable, the items can come with subtle changes such as magnetic clasps, easy closures and materials such as Velcro.

Primark will be releasing more clothes in their accessible range later in the year with prices ranging from £8 to £10 , their lingerie wear is available from 2XS to 2XL.

The range includes four lingerie items:

Seam-free bra: Black seam-free bra featuring recycled nylon with magnetic closures at the front (£10)

Lace bralette: Black plunging lace bralette with magnetic closures at the front (£10)

Brief: Black brief featuring recycled nylon with magnetic closures at each side (£8)

Period pants brief: Black period brief featuring recycled nylon with magnetic closures at each side (£10)

Heidi Williams De Rincon, Head of Lingerie Buying, said: “Everyone should be able to buy underwear that makes them look and feel great, and I’m proud of the work that’s gone into this collection to do just that. We’ve worked to create products that combine practical features such as magnetic closures alongside beautiful feminine designs. We know there is much more we can do, but we hope this small collection will make it a little bit easier for people to access more affordable adaptive underwear on their local high street.”

Research also shows 55 percent of disabled people find it a challenge to go clothes shopping in stores, taking this into consideration Primark has said they are working towards providing a better service for customers who require added assistance for themselves and their colleagues.

The campaign is being supported by accessibility specialist Dr Shani Dhanada, disability organisation organisation Purple Tuesday and membership organisation in disability inclusion Business Disability Forum by reviewing policies, processes and channels and enhancing accessibility throughout the company. 

Dr Shani Dhanda, Accessibility Specialist said: “Disabled people are faced with much higher unavoidable living costs, and the choices available when it comes to clothing are often limited and expensive. I regularly experience first-hand the frustration of not finding clothes that fit my body, highlighting the systemic barriers deeply embedded in our society. Brands hold a pivotal role in dismantling these barriers that profoundly impact the daily lives of disabled people. That is why I am delighted to see Primark’s dedication to inclusivity and accessibility. Their comprehensive and holistic approach is poised to address the diverse barriers faced not only by their customers, but also by their colleagues.”

Mike Adams OBE, founder of Purple Tuesday said: “For disabled people, clothes shopping on the high street remains a challenge. Being able to access shops easily and have a choice of clothing that meets their needs is unfortunately not the norm for many disabled consumers. Purple Tuesday is an initiative that is working to improve the customer experiences of disabled people globally and across industry. We are delighted to be working with Primark as a leading high street retailer on their disability inclusion journey, supporting them to achieve their accessibility goals and remove the barriers faced by disabled people who shop with them.”

[ Primark adaptive collection is available now in 64 stores across the UK, either in store or via Click + Collect. ]

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