Asda launches adaptive clothing range for adults

George at Asda is about to launch an adult adaptive clothing range next week (15 September) that will see the value fashion and lifestyle brand’s new 28-piece collection catering for the specific physical needs of people in treatment.

The range, which honours the legacy of late breast cancer campaigner Nicky Newman and her 2023 drive to introduce adaptive, affordable fashion, takes in needs that include openings for feeding tubes, discreet pockets for stoma bags, and extra ease of adapted fasteners and metal-free zips.

The idea for the new range came from Newman’s personal experience “and her determination to make life more comfortable and dignified for others in a similar situation”.

The collection has taken nearly two years to launch, with the design teams at George wanting to get as much feedback as possible to ensure all the items produced “were useful, comfortable, and suitable for as many conditions as possible”.

The range includes navy joggers (£16); blue logo T-shirt (£11); cream wide leg jogger (£16); Palm Springs cream hoody (£20); blue seashell sweatshirt (£18); grey wide leg jogger (£16) and St Tropez grey sweat (£18) with a grey wide leg Jogger (£16).

Karl Doyle, vice-president George Clothing said: “We have worked closely with Nicky, [husband] 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.”  

Alex Newman added: “Nicky was inspired to work with George at Asda to really push for comfortable and affordable clothing lines with adaptable options for others like herself – clothing that allowed you to retain comfort and dignity at a time when that was already difficult.

“The first time Nicky saw the samples was the day she went into Woking Hospice. Five days later, she passed away.
Seeing those samples and understanding the goals Nicky and George at Asda were striving for was incredible. I wanted Nicky’s dream to be upheld. With her as the driving force behind this, I felt truly inspired, and I’m proud to keep her name and memory alive.”