Story Highlight
– George at Asda launches 28-piece adaptive clothing collection.
– Collection designed for individuals with additional medical needs.
– Tribute to breast cancer activist Nicky Newman, who passed away.
– Developed through collaboration with Newman and her community.
– Aims for comfort, affordability, and dignity in fashion.
Full Story
George at Asda has unveiled a new 28-piece collection of adaptive clothing for adults, inspired by the late breast cancer advocate Nicky Newman. Set to launch on 15 September, the range aims to address the needs of individuals requiring specialised clothing, incorporating features such as discreet openings for feeding tubes, stoma bag pockets, easy fastenings, and metal-free zips.
Newman, who passed away in 2023, had been a vocal proponent for more accessible clothing options. Her initiative stemmed from conversations with individuals facing challenges in sourcing affordable clothing suitable for medical treatments. The collection materialised after nearly two years of development, with insight gathered from Newman, her family, and her community to ensure that the designs resonate with real-life experiences.
Included in the collection are joggers, T-shirts, hoodies, and sweatshirts, each featuring practical modifications like side zips, adjustable waists, and plastic fastenings suitable for medical scans. This release follows George at Asda’s earlier efforts, where it became the first supermarket to offer adaptive clothing for children, particularly those with autism, thus reaffirming its dedication to inclusive fashion.
Alex Newman, Nicky’s husband, reflected on the emotional journey of developing the line, noting, “During one of the hardest times of our lives, Nicky was in and out of hospital, suffering side effects from chemotherapy. She looked for adapted clothing she could wear, but there wasn’t much choice. She wanted to push for clothing that was comfortable, affordable and dignified. Seeing the samples before she died gave her great pride, and I’m honoured to help keep her vision alive.”
Karl Doyle, vice president of George Clothing, stated, “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 understand the specific needs of each item produced, how we can make them more comfortable, fashionable, affordable, and dignified.”
Sarah Phillips, a medical professional involved in the clothing trials, remarked: “This adapted range is a game-changer. It’s not just designed for people who need it – it’s designed by people who need it. It looks like normal clothing, but it’s comfortable, high quality and affordable. That makes a huge difference.”