Primark’s new adaptive line sets the inclusive bar for high street brands

Primark, which celebrated its 50th anniversary in the UK last year, is now expanding its inclusivity clothing line to people with disabilities.

The brand has always been known as an affordable trendy high street shop, whose clothing caters to all ages, genders and body shapes. However, it was only at the start of this year that Primark released a new adaptive clothing ;line, featuring 49 pieces which fit those with disabilities.

“Companies don’t consider how inaccessible the shopping experience can be as certain materials can trigger meltdowns, and the environment alone can be overstimulating,” said Ella Omoregie, a student whose twin who has autism.

They are the first high street brand to partner with disability advocates to design adaptive clothing and sell them within town centres, making them more accessible.

In 2024, an RIDC survey uncovered that 75% of people with disabilities felt as if the fashion market failed to meet their needs.

Clothing for people with disabilities has often been overlooked within the fashion market, with many businesses lacking knowledge about disabled peoples’ needs.

The UK’s leading adaptive fashion expert, Victoria Jenkins, who is the founder of Unhidden – an adaptive fashion brand, collaborated with Primark and the Business Disability Forum Business Partner to create the clothing.

Jenkins took on this role using feedback from a large community of disabled people who had negative experiences of putting on and wearing the clothes.

Fashion youtuber Gem Hubbard had the opportunity to attend a Primark launch event for the adaptive clothing line at the start of this year.

She said: “I found the 49-piece collection to be very functional and gender neutral, almost like a capsule wardrobe.”

“The fabrics were all very soft and comfy and the clothes had a really good quality feel to them.”

Primark’s step forward in inclusivity within the fashion market has produced positive feedback from disabled people.

The new range, which includes menswear, womenswear, sleepwear and underwear, may be a catalyst for other high street brands to introduce similar products.