We learn more about Primark’s Adaptive clothing range, which has been designed for – and with – disabled people
Adaptive clothing is designed to make dressing easier and more comfortable for people with a wide range of needs, including disabled people or those experiencing temporary disability. It incorporates thoughtful design features, from magnetic fastenings and accessible openings, to seated styles. Its aim? To support ease of dressing, comfort, and independence – without compromising on style.
High street favourite Primark launched its first Adaptive clothing collection in January 2025, following the successful release of an adaptive underwear range the year before. It features affordable and stylish wardrobe staples across womenswear and menswear, all with features designed around the needs of disabled people or those experiencing temporary disability. Importantly, the range was developed alongside award-winning adaptive fashion designer and disability campaigner Victoria Jenkins.
CUSTOMER FEEDBACK
The collection’s adaptive features are designed to make dressing simpler, from magnetic zippers and snap fastenings to waist loops that help to pull up trousers, and hidden openings for tube, stoma or catheter access. There’s also a range of options for people who are seated, such as wheelchair users.
Created to reflect a diverse range of needs, the collection was shaped through a series of focus groups and hands-on fit sessions with members of the disabled community, with fashion being just as important as functionality.
ADAPTIVE FITS
Primark’s current Adaptive collection includes a range of summer staples in natural fabrics including cotton and linen. It’s been designed for disabled people, those with reduced mobility or dexterity, wheelchair users, people with sensory sensitives, and those who require clothing that accommodates medical devices.
Ann-Marie Cregan, Trading Director at Primark, explains: “We’ve learned so much from customers since launching our adaptive range, particularly the difference the right clothing can make to everyday life. That feedback has shaped this collection, and we knew swimwear was an important next step, especially as holidays and warmer weather can bring additional challenges.”
That’s why, in Primark’s latest collection, you’ll find the high street’s first adaptive swimwear options for women and men, including a women’s tankini (£14 top; £10 bottoms), which features tube access at the side seams plus inner waistband pulls, and men’s cargo swim shorts (£12), which have been designed with accessible openings, extra large pockets for devices, tube access and inner waistband pulls.
Their latest range includes tees, shorts, co-ords and short pyjama sets. Primark has also developed an adaptive stoma brief for women with Droplock drip-resistant technology, which features a wider waistband and comfort fit.
Victoria, founder of Unhidden, explains: “To be able to expand the offering to new categories, and utilise customer feedback in real time to improve the garments, is something I am immensely proud of and truly shows Primark’s ongoing commitment to this range.”
You can check out the full range, including pricing and descriptions, by visiting primark.com and searching ‘adaptive’.
BRAND-WIDE COMMITMENT
Primark is committed to applying inclusive design to more product ranges, by working in partnership with experts to help make a bigger impact.
Charlie Magadah-Williams, Head of Inclusion and Community Impact at Primark, explains: “At each stage of the journey in developing this adaptive collection, we’ve challenged ourselves to make every element of it more accessible – from the labelling used, through to how a customer will experience the product when shopping in store. We’re so grateful for the expert partnerships we’ve drawn on, and the many colleagues and advisors we’ve worked with in the disabled community to inform this collection and our work. They’ve pushed us to go further and do more.”
Primark has taken on feedback from customers to introduce new colourways and design improvements, and they’ve also started to address challenges children can face with clothing. 95% of their current kids’ clothing range is back-neck label free, and they’ve also introduced seamless and flat-seam socks for kids, designed for extra comfort.
INCLUSIVITY FOR ALL
And their efforts go beyond clothing: Primark is also working hard to create a more accessible shopping (and working) environment. In 2024, they partnered with AccessAble to offer accessibility information for all stores across the UK and Ireland. Every store offers accessible till points and fitting rooms, and all stores across Great Britain now host a sensory- friendly shopping hour on the first hour of opening each Saturday. These initiatives are all part of Primark’s efforts to create a more inclusive in-store experience.
Primark has even been named in the inaugural Forbes Accessibility 200 List, which features the biggest innovators and impact-makers in accessibility.
From improving Click & Collect packaging to make it easier to open, to introducing the ‘Sophie’ wheelchair pose mannequin to its flagship stores and working with partners like accessibility specialist Dr Shani Dhanda and the Business Disability Forum, Primark is working hard to identify and deliver targeted improvements for both shoppers and colleagues.
FOR MORE INFORMATION
Primark’s Adaptive range is available in 22 of its stores across the UK. The full collection is also available via Primark’s Click & Collect service in all stores across Great Britain – simply click primark.com and search ‘adaptive’.