Primark launches clothing range designed for people with disabilities

It's a go-to store that's renowned for affordable knickers and affordable replicas of designer garments, but now Primark aims to become the leading destination for apparel designed for individuals with diverse implications on their mobility or sensory perception.

A notable first for the budget high street chain, a 49-piece line of women's and men's clothing is being launched, with existing bestsellers modified to cater to various requirements.

Developed in partnership with Victoria Jenkins, a UK-based fashion designer who designs clothing for people with disabilities and the founder of the brand Unhidden, it follows the launch of what was promoted as an "adaptive" range of underwear last year.

One of the most in-demand items is a beige trenchcoat that comes in a zipped version, allowing it to be put on or removed while sitting down. This particular style was particularly well-liked by wheelchair users at an exclusive preview of the new collection held on Monday.

“This has been the result of many long years of campaigning,” Jenkins said. “I wasn't sure we would see adaptive fashion on the high street during my lifetime.” She expressed hope that this launch would have a significant impact on bigger brands.

Notable features in the range include zip fasteners for simple attachment to trousers; concealed entry points for stoma sites, insulin pumps, or other medical equipment; and shorter-length jumpers that guarantee a comfortable fit for individuals who sit for long periods. The range also includes soft pyjamas, leisurewear, formal shirts, and trousers with discreet elastic waistbands.

Deciding which pieces to modify presented a challenge, Jenkins explained. "We selected items that could be sold at a cost equivalent to the unaltered version. Affordability was a primary concern."

Prices begin from £5 for T-shirts with adjustable necklines, whilst jeans, available in seated and standing versions, are £14. Other items expected to sell well include men's cargo pants (£22) – "a bit 90s grunge, very in style", according to Jenkins - and a little black dress for £26.

Adaptive clothing expert and fashion influencer Eliza Rain, who is a disability activist, is optimistic about the current state of the adaptive clothing sector. "People with disabilities should have the right to look and feel their best, and they should have the option to purchase clothes at a standard price from mainstream retailers," Rain said.

Following the success of Primark's unveiling of plus-size lingerie in January 2024, the company’s management made a decision to expand into this area. Subsequent market research presented some revealing statistics, with a full 75% of participants admitting they struggle to find clothes within their reach, and almost seven in 10 respondents confessing to overspending on garments.

Adaptable fashion is still a relatively rare sight in mainstream high street stores. Marks & Spencer does offer a range for children and, additionally, bras and underwear designed for people following gastro-intestinal surgery. Similarly, specialist adaptive clothing brands are increasing, although their garments tend to come at a higher price.

Charlie Magadah-Williams, Primark's head of diversity and inclusion, pointed out that the availability of the range is having a notable impact, adding: "We're already contemplating what the next step will be."

These clothes will start appearing in shops beginning 28 January.

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