The goal is to create garments that are immediately comfortable and the enhancements will be integrated into its main collections.
As an initial measure, Primark plans to phase out neck labels from its children's clothing and sleepwear lines, including t-shirts, sweatshirts, hoodies, and pyjamas.
By the time the back-to-school season arrives, a significant portion of Primark's popular tops and sleepwear will feature printed neck labels instead.
These changes mean over 50% of Primark’s children's range will be free of neck labels, with nearly 70% of pyjamas included in this update.
In-store 'Extra Comfort' signs will indicate products without neck labels, and an online 'sensory friendly' filter on the Primark website will assist customers in identifying these items easily.
Additionally, the retailer is addressing discomfort caused by sock seams by introducing seamless and flat seam socks.
The decision comes in response to feedback from parents and caregivers who have highlighted sensory sensitivities associated with certain clothing elements.
By addressing these issues, Primark seeks to eliminate obstacles within its children's clothing offerings, making them more adaptable for diverse needs.
This initiative is part of Primark's broader commitment to enhancing accessibility in both its shopping environment and workplace, which includes the recent introduction of adaptive fashion lines for men and women.
Primark trading director Ann Marie Cregan said: “We want all kids to feel great in their clothes, so they can focus on what matters - being themselves. This isn’t about creating a new and special range, it’s about improving our kids’ clothes, thinking about inclusive design from the very start and removing or sometimes adding features, so that they work harder for more children and families.
“We’ve started with removing neck labels and introducing more seamless socks – small changes that we heard from parents could make a big difference. Our kids clothing already represents the best value on the high street and we know how important this is right now. We will continue to listen to parents to understand what more we can do.”
Furthermore, Primark has initiated sensory-friendly shopping hours in select stores across Great Britain to create a more accommodating shopping environment by reducing noise levels during the first hour of operation every Saturday in 26 stores.
Staff members wearing purple vests are available for additional assistance. The company plans to expand this service to more UK stores next year.
