Primark shares a huge new update which will affect 31 of its UK high street stores.
The popular fashion chain will be introducing a new line of women’s and menswear across stores, which has been designed by award-winning adaptive fashion designer and disability campaigner Victoria Jenkins.
The collection features 49 “affordable and stylish” wardrobe staples adapted to meet the needs of people with medical conditions or disabilities. Overall, the collection aims to “simplify” dressing and includes things such as magnetic zippers and snap fastenings, 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 seated people, such as wheelchair users.
The collection – which includes coats, tees, jumpers, and jeans, as well as nightwear and underwear – will be available in 31 UK Primark stores and its 113 Click and Collect stores from Tuesday, January 28.
The retailer has also collaborated with accessibility app NaviLens on the launch of the adaptive clothing range. A code can be scanned on product signage to help visually impaired people access information, translate it into the user’s local language, and locate the range in-store.
Primark says the new collection builds on the success of its adaptive lingerie range, launched in January 2024, which was unveiled alongside plans to improve accessibility for customers and Primark staff. This included offering more accessible products, creating inclusive store environments, and ensuring diverse representation across its campaigns.
According to new research commissioned by Primark in partnership with the Research Institute for Disabled Consumers, 75% of individuals 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 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.
Ann-Marie Cregan, Trading Director for Primark said: “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.”
The new collection will be available in the following UK stores:
The collection will also be available through Primark’s Click & Collect service, which is currently offered in 113 stores. The full list of stores can be found on Primark’s website here.
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