Penneys said today it is aiming to make adaptive fashion more accessible and affordable with the launch of its first adaptive lingerie collection.
Adaptive clothing is designed around the needs of disabled people and is designed to be more practical and comfortable, with small adaptations like easy closures, magnetic clasps and materials like Velcro.
The new four-piece collection, which will be available in selected stores in Ireland, has been unveiled along with plans from the retailer to drive change across its business and stores to better serve its disabled staff and customers.
Penneys said it will review its stores and operations to look at ways it can provide a better service and more welcoming experience for disabled customers and staff.
It has already worked with disabled talent throughout their campaigns and also offers dedicated accessible till points and fitting rooms for people with disabilities.
The retailer is also working with accessibility specialist Dr Shani Dhanda, global disability organisation Purple Tuesday and leading business membership organisation in disability inclusion Business Disability Forum to review policies, processes and channels, enhancing its culture of accessibility throughout the business.
Charlie Magadah-Williams, Head of Diversity & Inclusion at Primark, said that Penneys was founded with the ambition of making fashion more affordable for everyone, and that means representing and responding to the different needs of all its customers.
"As we've grown, our ranges have expanded, and we're proud to be taking specialist products that are typically more expensive and only available online and offering them at affordable prices on the high street," she said.
"Our first adaptive lingerie collection has been two years in the making but we've got big ambitions to go further. This is more than a new range for us - it's the start of looking at how we are supporting our disabled customers and colleagues and understanding what more we can do to make Penneys a more accessible place to work and shop," she added.
