Primark is entering a new market with the launch of a clothing range designed specifically for people with disabilities. The collection consists of 49 items, based on the brand’s bestsellers.
A ripple effect
Working with Victoria Jenkins, founder of inclusive brand Unhidden, Primark developed customised versions of 49 clothing items from its collection to make them more accessible to people with a range of disabilities. The line includes trench coats with a shortened back for wheelchair users, trousers with magnetic zips and garments with hidden openings for medical devices, such as ostomies and insulin pumps.
With prices starting at five pounds, Primark is mainly aiming for affordability. “This is a breakthrough in the fashion industry”, Jenkins said. She hopes other major brands will follow suit. Charlie Magadah-Williams, head of diversity and inclusion at Primark, also explains to The Guardian that the new line is having a “ripple effect”: “We are already thinking about what is next.”
Primark is joining brands such as Tommy Hilfiger and Zalando, who also previously launched inclusive clothing lines. Last year, the fashion discounter already launched an adaptive underwear collection. The new collection is expected in shops from 28 January.
