Primark launches ‘adaptable’ underwear line for disabled customers

Primark has launched its first adaptable line of clothing as part of a wider move to make its products and stores more accessible to a wider range of customers.

The range of adaptive lingerie, which includes a seam-free bra and a pair of period underwear, uses magnetic clasps and materials like Velcro for easy closure to make the underwear more practical and comfortable for its disabled customers.

The retailer said that it spent two years working on the range with technical specialists, which was also informed by the experiences of disabled people.

The company says it has plans to introduce more adaptive products and apply inclusive design to more product ranges.

Primark also intends to conduct a review of its policies, processes and media channels to improve accessibility for both its customers and staff.

The company added that it would continue to champion diversity though its advertising campaigns, working with talent from the disabled community both in front of and behind the camera.

The budget clothing brand is working with several organisations to meet its targets, including accessibility specialist Dr Shani Dhanda, global disability organisation Purple Tuesday, and AccessAble.

“Brands hold a pivotal role in dismantling these barriers that profoundly impact the daily lives of disabled people,” said Dhanda. “That is why I am delighted to see Primark’s dedication to inclusivity and accessibility.

“Their comprehensive and holistic approach is poised to address the diverse barriers faced not only by their customers, but also by their colleagues.”

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