Primark launches adaptive fashion range with Victoria Jenkins

Adaptive fashion brand, Unhidden, founded by Victoria Jenkins and part of POC’s Retail Ambassador, Damian Hopkins’s The Brand Group, has collaborated with Primark to launch a 49-piece men and women’s adaptive fashion clothing range, based on wardrobe staples and Primark’s bestsellers, all with features to accommodate the needs of individuals with disabilities.

Collection in 31 Primark stores

The new collection will be sold in 31 Primark stores, and via Click & Collect in 113 stores, which is rolling out to encompass all Primarks in Great Britain by the end of the year. The range is part of Primark’s plans to improve accessibility for customers and colleagues, from accessible products, inclusive store environments, a culture of accessibility, and diverse representation across its campaigns.

Need for fashionable clothes

New research from Primark, in partnership with the Research Institute for Disabled Customers (RiDC), showed that while 24% of people in the UK live with a disability, 75% find it difficult to get accessible clothing. Of those surveyed, 70% say they spend more on clothing to meet their needs, and 80% feel excluded from buying fashionable clothes.

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Source: https://www.productsofchange.com/primark-launches-adaptive-fashion-range-with-victoria-jenkins/