Primark, known for its affordable underwear and stylish replicas, is now aiming to be the premier shop for fashion tailored for individuals with diverse disabilities. Primark is taking a bold step in this direction.
For the first time, the budget-friendly retailer is launching a collection of 49 pieces of womenswear and menswear, customized from its popular items to accommodate various needs.
This initiative is a collaboration with Victoria Jenkins, a disabled fashion designer and founder of the brand Unhidden, and comes on the heels of last year’s successful release of an “adaptive” underwear line.
Focusing on affordability, the collection starts at just £5.
Photograph: Primark
One standout product is a cropped beige trench coat that can be easily worn or removed while seated, which garnered positive feedback from wheelchair users during a preview event on Monday.
“This is the result of years of advocacy,” Jenkins expressed. “I never imagined we would see adapted fashion in mainstream retail during my lifetime.” She hopes this launch encourages larger brands to follow suit.
Some notable features of the collection include magnetic zippers for convenient fastening on trousers; discreet access points for stomas, insulin pumps, or other medical devices; and cropped jumpers designed for a better fit for seated wearers. The range also offers ultra-soft pajamas, loungewear, formal shirts, and trousers with hidden elastic waistbands.
The range includes loungewear, pajamas, formal shirts, and trousers equipped with hidden elastic waistbands.
Photograph: Primark
Choosing which items to adapt was challenging, Jenkins noted. “We selected pieces that would allow us to sell the adapted versions at nearly the same price point as the non-adapted versions. That was crucial for affordability.”
Prices start at £5 for T-shirts with adjustable necklines, and jeans, available in both seated and standing styles, are priced at £14. Additionally, popular items include men’s cargo pants (£22) described by Jenkins as “a bit 90s grunge, very on trend” and a classic little black dress priced at £26.
Eliza Rain, a disabled activist and fashion vlogger, expressed her excitement regarding advancements in adaptive clothing. “Disabled individuals deserve to feel and look stylish and should have access to purchase their clothing in regular shops at normal prices,” Rain stated.
Primark noted that its adaptive clothing collection is already creating a positive impact in the market.
Photograph: Primark
The decision to expand into this range was influenced by the success of Primark’s accessible lingerie, launched in January 2024. Following this, the brand gathered feedback indicating that 75% of respondents faced challenges in finding accessible clothing. Furthermore, seven out of ten admitted to spending more on clothing, while 80% felt marginalized when purchasing fashionable items.
Adaptive fashion remains a rarity on high streets. While Marks & Spencer offers a children’s range and post-surgery bras for those with stomas, other specialized adaptive brands are on the rise but typically come with higher price tags.
Charlie Magadah-Williams, Primark’s head of diversity and inclusion, remarked that the range is already creating “a ripple effect” and mentioned they are contemplating future initiatives.
The clothing will be available in stores starting from 28 January.
