George at ASDA unveils 'supermarket first' adapted clothing offer

By

Nigel TAYLOR

Published
Feb 8, 2023

Claiming a “supermarket first”, George at Asda has launched an adapted clothing range in support of independent dressing for children and young people with disabilities.

Following the success of its ‘Easy on Easy Wear’ school uniform range last September, the grocery retailer is creating a collection of everyday casualwear “specially adapted to make independent dressing easier for those with additional needs and reduced mobility”.

With styles including bold block-coloured tracksuits and contemporary printed co-ordinates, the collection includes “discreet and practical modifications that make day-to-day dressing easier for youngsters with special requirements”.

The 24-piece collection includes camouflage two-piece and mustard-frilled tee and leggings set, “the perfect pick for stylish everyday dressing” for kids from 3-16 years old.

The range features hidden hook and loop fasteners on necklines “make slipping sweatshirts and tees on and off more comfortable”, while higher backs and longer legs “ensure a level waistband and perfect leg length when seated”. Holes are also added to make dressing easier for feeding tubes, while soft threads have been specifically incorporated and care labels removed to prevent potential irritation and support children with sensory needs.

To consult on the collection, George’s Buying Manager Vicki Radford enlisted the help of 14- year-old Ava Joliffe, an award winning deaf and blind artist from Preston. She assisted on the accessibility and design of the range, “providing authentic advocacy for young disabled people - and especially ensuring the pieces were in line with the main kidswear collection”.

The new Easy On Easy Wear range is available in store and online priced from £9.