Asda has announced a brand-new adaptive George clothing range to support those with additional needs, marking a significant advancement in accessible fashion.
The 28-item collection addresses medical needs through innovative design features at an affordable cost.
With all items priced between £11 and £24, these specially designed garments incorporate practical modifications for easy access to medical equipment.
The range represents a meaningful shift towards inclusive retail, offering dignity and comfort to customers managing health conditions.
Asda's initiative honours the memory of breast cancer advocate Nicky Newman, whose vision for "comfortable and affordable" accessible clothing inspired the range.
The collection features practical garments, including navy and cream joggers designed with lateral waist zips and concealed stoma pouches.
Meanwhile, T-shirts and sweatshirts incorporate PICC line access points and underarm openings for medical equipment.
Metal-free components throughout enable MRI compatibility, while adjustable waistbands and side seam access points enhance functionality.
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'Today is such a proud moment to see the range launch, and we hope it will benefit many more people'
| GETTYA cream hoodie exemplifies the range's thoughtful design, incorporating underarm zips alongside traditional comfort features.
These adaptations address specific medical requirements, including portacath access, feeding tube management, and ostomy care.
The pricing structure ensures essential adaptive features remain accessible to British families managing health challenges.
Nicky's husband, Alex Newman, shared a poignant reflection on his wife's determination during her illness.
"During one of the hardest times of our lives, Nicky was in and out of the hospital, suffering side effects from chemotherapy.
"Having been fitted with a port, she found it undignified to constantly change in and out of her clothes into hospital gowns for scans or to allow access to the port," he explained.
The financial burden proved substantial when seeking suitable garments.
"She bought a jumper from one brand and, while it really helped her, it cost £90 – a huge expense at a time when our finances were already impacted by her leaving her job due to the effects of cancer on her health."
Mrs Newman's first viewing of Asda's adaptive clothing samples occurred during her hospice admission at Woking, just five days before her passing.
Mr Newman said: "Seeing those samples and understanding the goals Nicky and George at Asda were striving for was incredible."
The development spanned almost 24 months, with design teams gathering extensive feedback to maximise utility and comfort.
This launch transforms accessibility for British consumers requiring specialised clothing, establishing affordable alternatives to costly adaptive wear previously dominating the market.
Vice president of George clothing, Karl Doyle, said: "We have worked closely with Nicky, Alex, and their network of friends to create this bold adaptive range that we hope has fulfilled Nicky’s wishes.
"We have taken time and passion to really understand the specific needs of each item produced – how we can make them more comfortable, fashionable, affordable and dignified.
"Today is such a proud moment to see the range launch, and we hope it will benefit many more people with specific treatment needs."
Sarah Phillips, a medical professional who has been involved in the clothing trial, lives with a neuromuscular disease that has required a feeding tube, catheter, and extensive scans.
Hailing the clothes as a "game changer", she explained: "It's not just designed for people who need it – it's designed by people who need it, and that’s what sets it apart from any other adaptive range. It has been created with clinical knowledge and with the lived experiences of people with disabilities, making it far better than anything else available.
"It looks like normal clothing, but it's extremely comfortable, high quality, and affordable. We focused on the small details that make a big difference – like plastic zips, so you can wear the clothes during scans instead of having to put on a hospital gown that leaves you feeling exposed.
"This was Nicky’s idea, and it's going to improve the lives of so many disabled people. I don't think I can truly appreciate the magnitude of it – and it's all thanks to Nicky’s vision."
The 28-piece range will be available online from Monday, September 15, at www.george.com