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.

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.

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.

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.