The new collection, which has been developed with award-winning adaptive fashion designer and disability activist Victoria Jenkins, founder of Unhidden, will be available from Tuesday 28 January in 31 stores nationwide and across 113 UK stores offering Click & Collect.
Primark's 49-piece adaptive clothing range, co-designed with Unhidden's Victoria Jenkins, offers affordable and stylish basics such as trench coats, jeans and T-shirts for disabled and temporarily disabled people. Features include magnetic zippers, waist loops, and hidden medical openings. Launching on January 28 in 31 stores and online, its goal is to make fashion more inclusive and accessible.
The collection's adaptable features are designed to simplify dressing, from magnetic zippers and snap closures to waist loops that help pull up pants and hidden openings for access to tubes, stomas or catheters. There are also a variety of options for people who are seated, such as wheelchair users. Created to reflect a wide range of needs, the collection was formed through a series of focus groups and practical sessions with members of the disability community.
Despite 24% of people in the UK living with a disability, new research commissioned by Primark in collaboration with the Research Institute for Disabled Consumers (RiDC) shows that three quarters (75%) struggle to get accessible clothing. Seven in ten (70%) of respondents say they should spend more on clothing that meets their needs while 80% say they feel excluded from buying fashionable clothing.
The findings highlight the challenges and frustrations that arise from not being able to find the right clothing. Three quarters (75%) said this had led them to find themselves in a situation where they felt uncomfortable, such as in social settings, on holiday or attending weddings. Two in five (42%) said they often cancel plans due to difficulties finding the right clothes.
Commenting on the launch, Ann-Marie Cregan, commercial director of Primark said: “Primark has always been committed to making affordable fashion accessible to anyone and everyone. There are millions of people in the UK today whose needs are not being met on the high street. This collection is an important step in ensuring that more people can find clothing that helps them look and feel their best without the high price tag that often comes with more specialized items or having to invest in expensive alterations. We have developed a range that focuses on timeless basics that are carefully designed to be versatile and affordable. It has been incredible to collaborate with Victoria and bring her knowledge 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 pajamas, we've worked hard to incorporate adaptable features without compromising style or comfort.”
Victoria Jenkins, adaptive fashion designer and founder of Unhidden aggregate; “It is an incredibly proud moment to see this collection launch and see adaptive fashion hit the streets on this scale for the first time. People with disabilities face many barriers in their lives and clothing should not be one of them. We don't want to live in a uniform of sweatpants and t-shirts, but we often have no choice. I hope this launch is a step in changing that narrative and bringing more options to the high street. We've created pieces that are not only functional but also fashionable and affordable, because everyone deserves to feel confident and stylish in what they wear. “I hope this inspires the industry to continue moving towards greater accessibility and inclusion for all.”
Charlie Magadah-Williams, director of diversity and inclusion at Primarksaid: “Since launching our accessibility commitments, we have been working to make Primark more accessible to our customers and colleagues and over the last twelve months we have accelerated this, introducing wider changes across our business. At every stage of the journey towards developing this adaptable collection, we have challenged ourselves to make each element more accessible, from the labeling used to how the customer will experience the product when shopping in-store. “We are very grateful for the partnership of experts we have drawn on and for the many colleagues and advisors we have worked with in the disability community to inform this collection and our work, who have pushed us to go further and do more.” .
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Fiber2Fashion News Desk (RM)
