George At ASDA’s New Collection Is Designed For Children And Young People With Disabilities

Supermarket fashion brand George at ASDA has just announced the launch of its adapted clothing range, designed specifically to support self-dressing for young people and children with disabilities. In a supermarket first, the 24-piece collection is comprised of trend-led items, created to suit particular needs.

The collection, which is available to shop online and in-store now, was designed with the help of 14 year-old Ava Joliffe - an award-winning deaf and blind artist from Preston, and follows on from the success of George's 'Easy On Easy Wear' schoolwear range. Ava, who assisted on the range's accessibility and design, was able to bring an insight into the adaptations needed to ensure products were practical for young disabled people, whilst ensuring the collection was in line with the mainline kidswear range.

While pieces are made for function, this affordable collection, with the age range running from 3-16 and prices starting from £9, is also about fashion. Featuring plenty of eye-catching prints from camo to leopard, beautiful colour palettes and delicate detailing. A soft pink gathered dress and butter yellow frilled two-piece have been adapted to work around feeding tubes, for example. All waistbands have been designed to be super-soft and comfortable for the wearer, while hidden hook and loop fasteners on necklines make slipping sweatshirts and tees on and off more comfortable.

‘It was really important to Ava that we designed our adapted collection in line with the main kidswear range, so children with disabilities can wear the same as their friends... and it was really important to us that these pieces remain competitively priced and affordable to all our customers,’ says Vicki Radford, George's buying manager.