Primark has launched its first-ever adaptive four-piece lingerie collection designed around the needs of disabled people.
The retailer, along with the Research Institute for Disabled Consumers, uncovered that three in five disabled people struggle to find clothes they feel “happy and comfortable in”. To change this, Primark has not only created a clothing line but is committed to driving change across its stores and the business to better serve disabled colleagues and customers.
Three in four of the 16 million people who live with a disability in the UK state adaptive clothing is essential to, or significantly improves their quality of life. However, only 25% currently wear it. Affordability and accessibility are key barriers for disabled people as 36% find adaptive clothing very expensive. 59% said they would be more likely to buy adaptive clothing if it was offered by mainstream retailers, which is where Primark comes in.
Charlie Magadah-Williams, Head of Diversity & Inclusion at Primark, commented:
Primark was founded with the ambition of making fashion more affordable for everyone, and that means representing and responding to the different needs of all our customers. As we’ve grown, our ranges have expanded and we’re proud to be taking specialist products that are typically more expensive and only available online, and offering them at affordable prices on the high street.
Our first adaptive lingerie collection has been two years in the making but we’ve got big ambitions to go further. This is more than a new range for us – it’s the start of looking at how we are supporting our disabled customers and colleagues.”
The range was designed around the needs of disabled people, making it more practical and comfortable. For example, pieces feature small adaptations like easy closures, magnetic clasps and the use of materials like Velcro.
The range includes four lingerie items:
- Seam-free bra: Black seam-free bra featuring recycled nylon with magnetic closures at the front (£10)
- Lace bralette: Black plunging lace bralette with magnetic closures at the front (£10)
- Brief: Black brief featuring recycled nylon with magnetic closures at each side (£8)
- Period pants brief: Black period brief featuring recycled nylon with magnetic closures at each side (£10)
The new four-piece collection, available now in 64 stores across the UK, is Primark’s first adaptive product range, with a commitment from the retailer for more to follow later this year. Prices range from £8 to £10 and is available from 2XS to 2XL.
