George at Asda has launched an adapted clothing range in support of independent dressing for children and young people with disabilities.
In a supermarket first, the big 4 grocer revealed they are creating a collection of everyday casualwear specially adapted to make independent dressing easier for those with additional needs and reduced mobility.
With styles including camouflage tracksuits and a mustard coloured t-shirt and leggings set, the 24-piece collection includes discreet and practical modifications that make day-to-day dressing easier for young people with special requirements.
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Each item of adapted clothing includes hidden hook and loop fasteners on necklines that make slipping sweatshirts and tees on and off more comfortable, whilst higher backs and longer legs ensure a level waistband and perfect leg length when seated.
Additionally, Asda’s clothing brand has added holes to make dressing easier for feeding tubes, whilst 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.
Ava assisted on the accessibility and design of the range, providing authentic approval for young disabled people – and ensuring the pieces were in line with the main kidswear collection.
“It was really important to Ava that we designed our adapted collection in line with the main kidswear range, so children with disabilities can wear the same as their friends… and it was really important to us that these pieces remain competitively priced and affordable to all our customers,” says Vicki Radford.
She added: “Working with Ava was a real joy; we’re all so proud of the pieces we’ve created together, and as a brand, are delighted to have been able to extend the range past schoolwear to encompass everyday dressing.”
It comes as Asda is adding to its popular £1 kids meal deal initiative with free warm breakfasts over the half-term break as part of an exclusive partnership with Quaker Oats.
