Global retail chain offering adaptive and affordable clothing for all

Primark Adaptive is a co-designed, affordable adaptive clothing range sold in Primark stores across 12 markets. Launched in 2024 and expanded in 2025 to 49 pieces from £8. Features include magnetic closures and wheelchair-friendly adjustments.

Primark – a multinational fashion retailer headquartered in Dublin, Ireland – has been offering adaptive lingerie since 2024, and starting in 2025 it has been offering adaptive clothing as well. Developed in collaboration with designers with disabilities, consultants, and customers, Pathmark brings affordable, adaptive clothing to physical stores in its global markets. Prices start below €10 (£8) and, by mid-2025, the clothing is already offered in 12 countries, with plans to expand swiftly to other countries.

Problems Targeted

Persons with disabilities have limited or no access to functional, stylish, and affordable adaptive clothing.

Solution, Innovation and Impact

Primark Adaptive is a fashion range co-designed with persons with disabilities to offer affordable, functional, and stylish clothing in physical retail stores across 12 global markets where Primark has stores. Launched in 2024 with adaptive underwear, it grew in 2025 into a 49-piece men’s and women’s collection, starting at £8 – far below typical price ranges of adaptive clothing. The collection has two categories: - The collection’s adaptive features are designed to make dressing simpler, with magnetic zippers and clasps, easy closures and snap fastenings, waist loops that help to pull up trousers, and hidden openings for tube, stoma, or catheter access. - Some of the items are further adapted for people who are seated, such as wheelchair users. These garments have adaptations such as slightly shorter sleeve lengths, side pocket closures, back pocket removal, and changes to the height of the front and back of jeans. Collaboration with DPOs and focus groups, including employees and customers with disabilities, was incorporated into every stage – from design and fit to the shopping experience. Primark Adaptive is part of the wider Accessible Primark programme, which also includes store audits, inclusive hiring, sensory-friendly hours, and accessibility partnerships. As of October 2025, the collection was sold in 102 stores across 12 markets as well as being fully available on Click & Collect, available in all 197 stores across the United Kingdom. To date, 191 store audits and accessibility upgrades in changing rooms, tills, and signage, plus sensory-friendly hours, have been introduced.

Funding, Outlook and Transferability

Primark Adaptive is part of Primark’s core business operations and integrated into its mainstream fashion strategy. Guidelines, audit tools, and staff training facilitate easy rollout to new stores and regions, supporting global retail shifts towards inclusive fashion. (#ZeroCall26)

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