Primark has extended its Adaptive range to make fashion accessible to as many people as possible!

There is an increasing need for adaptive clothing with 1.8 billion people, or 17% of the population experiencing some form of disability. (EMPWRMNT) Customers increasingly value brands that show they care about diversity and inclusion (Global Macro Trend, WGSN 2023), but 80% of shoppers can’t name a clothing or footwear brand that shows a commitment to being inclusive. (Kantar 2024)

Current products don’t meet the needs of those with a disability. 67% of physically disabled consumers state that there are no clothes for their body shape while 40% of physically disabled shoppers can’t easily find clothes that fit. (Kantar 2024)

What is adaptive clothing?

Adaptive clothing refers to clothing designed with modifications that make it easier to wear for people living with health conditions and disabilities. These modifications aim to improve comfort, independence, and ease of dressing for people who may have challenges with mobility, dexterity, or sensory sensitivity.

Key features of adaptive clothing

Adaptive clothing can include, but is not limited to, key features such as:

Velcro, magnetic or popper closures: Instead of traditional buttons, zippers, or hooks, adaptive clothing often uses Velcro or magnets for easy fastening.

Elastic waistbands and inner pull loops: For people with limited mobility or strength, elastic waistbands and pull loops are easier to manage than buttons or zippers and aid in putting on and removing trousers and shorts.

Side seam belt attachments: Many adaptive garments, like dresses or shirts, are designed with belts and waist ties attached at the side of the garment rather than the back to minimise discomfort for people in seated positions, like wheelchair users.

Seamless construction: Clothing made with minimal seams or seams placed in non-irritating locations can help individuals with sensory sensitivities or skin conditions.

Adjustable features: Some adaptive clothing items include adjustable necklines, cuffs, or waistlines, allowing the garment to be modified for comfort or size.

Tube access: The addition of holes to pockets and seams, helps individuals with the use of any medical devices, while also protecting modesty when tubes are required.

Large pockets: Ensuring there is sufficient room within the garment’s pockets to carry everything from essentials to medical devices.

Easy-wear technologies: Fabrics like modal and those with moisture-wicking properties help keep the wearer comfortable when wearing the garments.

Stylish: their adaptive range includes the same stylish and on-trend pieces as their main range collections but has been adapted to suit our customers with diverse needs.

Why is adaptive fashion important?

Adaptive fashion is important for several reasons, all of which contribute to improving the lives of people living with health conditions and disabilities.

It goes beyond just the functional aspects of clothing to also promote dignity, independence, and inclusivity.

What are the benefits of adaptive clothing?

Adaptive clothing offers numerous benefits, including:

• Increases independence: By allowing individuals to dress with ease, whether independently or with assistance.

• Improves comfort: By using soft fabrics and adjustable features.

• Promotes dignity and confidence: The designs enable people to wear fashion-forward clothing that helps them express themselves.

• Enhances social inclusion: Adaptive clothing helps break down barriers and challenges stereotypes about disability. By offering clothing options that are both functional and stylish, the fashion industry is recognising that disabled people should have the same choice, variety, and opportunities to engage in social activities as everyone else.

• Supports mental health: Struggling to put on clothes, feeling uncomfortable, or not being able to express yourself through personal style can lead to frustration, isolation, and lower self-esteem. Adaptive fashion alleviates some of these emotional challenges, providing a sense of empowerment.

• Encourages innovation: The growing demand for adaptive fashion encourages designers and brands to think more creatively about how they design clothing for a wider range of bodies and abilities. It pushes the boundaries of fashion design and drives innovation, resulting in new materials, techniques, and ideas that benefit both the adaptive and general populations.

• Saves money, time, effort and energy: By decreasing the need to alter clothes, time wasted figuring out what will work with their bodies, or deal with a large number of clothing returns.

Who does adaptive clothing support?

Adaptive clothing is designed for people with health conditions, disabilities, and impairments, such as limited mobility, low dexterity, and sensory sensitivities. It can also support those recovering from health treatments, surgery, or temporary health conditions. It makes dressing easier, whether independently or with assistance, while still being comfortable and stylish.

How can I tell which products are adaptive

in store?

• You can shop the range in store and online. Before heading in store, use their handy stock checker to see estimated product availability.

• Once in store, you’ll find the adaptive range of the ground floor, with product merchandised on bespoke fixtures and near a walkway.

• The fixture images and signs will feature a navi-code, that when used in conjunction with the Navilens app will provide audible directions to guide customers to the product area and type that they’re after (e.g. adaptive womenswear, adaptive menswear or adaptive lingerie.) The navi-code can be detected from up to approximately 15 metres away and will auto-translate for the customer too.

• Outside of the app, customers will be able to identify adaptive product by the labelling. Their unique font and lilac and grey colour palette, distinguish this product from their other ranges in store. Extensive detail about the product features and benefits, fabric composition and care instructions can also be found on these labels.

Find more information about Primark’s Adaptive range on their website.