Value brand Primark is collaborating with disability advocate and award-winning adapted designer Victoria Jenkins to launch adaptive apparel on the high street.
Primark stated in a statement that the partnership comes after the release of its first line of adapted pants in January and is a component of the retailer’s plan to make adaptive clothing ‘affordable for everyone’.
Jenkins will collaborate with Primark’s design team to bring more clothing that is adapted, and the retailer said additional information about the partnership will be made public later this year.
Ann Marie Cregan, trading director at Primark, said, “We’re proud to be working with Victoria, who for years has been such a vocal advocate for inclusive fashion and universal design across the industry.”
With over ten years of experience in the fashion industry, Jenkins launched her adaptive fashion line, Unhidden, in 2016. Her goal was to normalise universal design by using her personal experience as a prism through which to view it. In 2020, Unhidden debuted its inaugural collection and became the first adaptive company to exhibit at London Fashion Week and join the British Fashion Council.
On collaborating with Primark, Jenkins added, “I am thrilled to be working with Primark as part of my mission to bring affordable adaptive fashion to the high street.”
In order to better support its customers and coworkers who are impaired, Primark made a commitment in January to examine its in-store experience and make adaptive fashion more accessible and affordable.