Victoria Jenkins has more than a decade’s experience in the fashion industry. Credit: Primark.

Primark has partnered with UK-based adaptive designer and disability advocate Victoria Jenkins to design clothing for consumers with disabilities, known as “adaptive fashion”.

Adaptive clothing is designed to accommodate the comfort and access needs of a wide range of disabilities, chronic health conditions, age-related needs and post-operative patients. This is achieved through adapted fastenings and openings as well as design changes.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

According to research from Primark and the Research Institute for Disabled Consumers, more than half (59%) would buy more adaptive wear if it was available in mainstream retailers.

Currently, almost two-thirds (62%) of those living with a disability in the UK said it was difficult to find clothes they feel comfortable and happy in because of their disability, health condition or impairment.

The collaboration with Jenkins follows Primark’s launch of its first adaptive underwear collection in January 2024, using the process of Universal Design which creates accessible products.

See Also:

Primark aims to improve its accessibility for its colleagues and customers with disabilities. In recent years the retailer has expanded its ranges to offer more specialist products including post-surgery underwear, menopause ranges, period underwear and swimwear.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Primark trading director Ann Marie Cregan commented: “We’re looking forward to learning from Victoria and working together to accelerate our ambition to bring more affordable adaptive fashion to the high street.”

Victoria Jenkins added: “… Primark recognising the needs of the disabled and the chronic sick community and acting upon it in such a meaningful way is going to be life-changing for millions of people.”

In May 2024, Primark announced its participation in The Fashion ReModel, a new project by the Ellen MacArthur Foundation to scale circular fashion business models.