Inclusion is at the heart of everything Primark does. Therefore, they are hugely excited about their collaboration with the Wheelchair Rugby European Championship. The values that go with their adaptive collection align perfectly with the DNA of this sporting event. "I look forward to this great event and to taking steps together to promote inclusive clothing and inclusive sports," said David Swann Lassche, Head of Sales Primark Netherlands.
Primark is committed to inclusivity because they believe that fashion should be accessible and affordable for everyone, regardless of individual needs or disabilities. By removing barriers and making products and shopping experiences more inclusive, Primark aims to contribute to a world where everyone can feel confident and comfortable in what they wear.
This year, Primark launched its first adaptive collection. The collection includes basic items inspired by Primark's bestsellers, such as trench coats, T-shirts, jumpers, jogging suits, and jeans. Each garment is designed with specific features that address the needs of people with disabilities. The collection was developed in collaboration with award-winning adaptive fashion designer Victoria Jenkins, founder of Unhidden.
Primark is an international fashion retailer with over 80,000 employees in 17 countries across Europe and the US. Founded in Ireland in 1969 under the name Penneys, Primark strives to offer everyone affordable choices from high-quality everyday essentials to eye-catching styles in women's, men's, and children's clothing, as well as beauty, homewear, and accessories.
During the Wheelchair Rugby European Championship, visitors and athletes can check-out the adaptive collection at the Primark stand in the Visitor Plaza at Sportcampus Zuiderpark.
