Shopping
Asda is being praised for its revolutionary and affordable new ‘adaptive’ clothing range
Such important work.
Danny Jones -
9th September 2025 
UK supermarket ASDA and its in-house clothing brand, George, are being praised for their affordable new ‘adaptive’ clothing range, which could prove revolutionary for countless Brits.
The new 28-piece collection is aimed at people with additional and complex needs, providing comfortable and carefully designed clothes to suit disabled individuals.
Announced on Monday, 8 September, the new accessibility-driven line of fashion is set to be made available to order online next week.
Speaking via an official press release, qualified medical professional Sarah Phillips (who has been directly involved in the initial adaptive trial herself) has dubbed the upcoming range as nothing short of “a game-changer.”
Phillips, who lives with a neuromuscular disease that requires a feeding tube, catheter, and extensive scans, says ASDA’s adaptive range is “not just designed for people who need it – it’s designed by people who need it, and that’s what sets it apart.”
Noting that the impressive amount of first-hand knowledge pulled from those living with various disabilities is what makes “it far better than anything else available” on the market right now, the revolutionary adaptive range is crucially costed up at a price point in keeping with ASDA‘s values.
For example, the cheapest item starts at just £11 and the most expensive is still only £24.
Most importantly, all of the designs include key features to create as much ease in the wearer’s life as possible, such as hospital-friendly plastic zips, openings for feeding tubes, discreet pockets for stoma bags and more.
This comes after Alex Newman – the husband of late breast cancer campaigner, Nicky Newman, whose story inspired this particular adaptive range – said that struggling to get in and out of clothes was not only a frustrating part of her battle, but that she “found it undignified”.
“She looked for adapted clothing she could wear”, he adds, “but there wasn’t much choice. She bought a jumper from one brand and, while it really helped her, it cost £90 – a huge expense at a time when our finances were already impacted by her leaving her job due to the effects of cancer on her health.”
Karl Doyle, Vice President of George Clothing, said in an official statement: “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 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; we hope it’ll benefit many more people with specific treatment needs.”
The entire ASDA adaptive clothing range drops online-only in full on Monday, 15 September; for now, you can see the full list of all 28 items, find out more information on each, and read more touching tributes about Nicky and the journey behind this disability-friendly clothing revolution HERE.
Congratulations to everyone involved with this inspirational and heartwarming project – you’ve done yourselves, Nicky and countless people living with disabilities SO proud.
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Featured Images — ASDA/George/@eastleighbusman (via Flickr)
