Primark launches clothing range for disabled people.
The women’s and men’s clothing collection includes 49 pieces, each designed from the brand’s most popular items to meet a wide range of requirements.
Primark has established itself as a preferred retailer of affordable underwear and designer-inspired alternatives. However, the company now aims to position itself as the leading destination for clothing suitable for people with various disabilities.
In a pioneering move for the budget mainstream brand, Primark is launching a collection comprising 49 pieces of women’s and men’s clothing, modified from its most popular items to suit a variety of needs.
This initiative is the result of a collaboration with Victoria Jenkins, disabled fashion designer and founder of the Unhidden brand. It builds on the introduction of a line of “adaptive” underwear launched the previous year.
A highly sought after item is a short beige trench coat that can be easily put on or taken off while sitting. The garment received notable praise from wheelchair users during a preview of the collection on Monday.
“This took years of campaigning,” Jenkins said. “I didn’t think we’d see tailored fashion on the high streets in my lifetime.” She said she hoped the launch would have a ripple effect with bigger brands.
The collection has several notable attributes, such as magnetic zippers that make it easy to effortlessly zip up pants, discreet access points designed for ostomies, insulin pumps or other medical devices, and cropped sweaters that enhance adjustment for seated people. Additionally, it includes exceptionally soft pajamas, loungewear, and formal shirts and pants equipped with hidden elastic waistbands.
Deciding which parts to modify was a challenge, Jenkins said. “We chose things where we could sell the adapted version for the same price as the non-adapted version. That was really important, the affordable price.
Prices start at £5 for the t-shirts which feature an adjustable neckline, while the jeans, available in sit-up and stand-up versions, are priced at £14. Additionally, men’s cargo pants, priced from £22, are expected to be popular – described by Jenkins as “a bit of 90s grunge, very trendy”. A little black dress is also available for £26.
Disabled activist and fashion vlogger Eliza Rain has expressed her excitement about current developments in the adaptive clothing sector. “People with disabilities deserve to look good and feel good, and they deserve to be able to buy their clothes at regular stores at a regular price,” Rain said.
The initiative to present the new clothing line was inspired by the positive reception to Primark’s accessible lingerie, which has been on the market since January 2024. Following this, the brand undertook a study which revealed that 75% of those surveyed found it difficult to find affordable clothing, while seven in ten said they tended to spend more on clothing, and 80% felt marginalized when it came to buying clothes at home. fashion.
Adaptive fashion remains rare in traditional retail. Marks & Spencer has a selection for children, as well as post-surgery bras and underwear designed for people with ostomies.
At the same time, brands specializing in adaptation are appearing, even if their products are often offered at a higher price.
Charlie Magadah-Williams, head of diversity and inclusion at Primark, remarked that the new range creates a “ripple effect” and noted that “we’re already thinking about what’s next”.
Primark’s launch of its adaptive clothing range marks a significant step towards inclusivity in fashion. By offering stylish, functional and affordable clothing tailored to the needs of people with disabilities, the brand sets a new standard for accessibility in mainstream retail.
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Thoughtful design features, such as magnetic zippers, discreet access points for medical devices and seated fits, ensure that everyone can enjoy fashion without compromise. This collection not only makes people with disabilities feel confident and comfortable, but also paves the way for more inclusive initiatives across the industry, promoting equality in style and accessibility.
The clothing line is expected to be available in stores starting January 28.