**Primark Unveils Inclusive Clothing Features for Children Following Parent Feedback**
Primark has launched a significant overhaul to its children’s clothing ranges, promising to place inclusivity and comfort at the centre of its designs. The major retailer is implementing changes across all its UK stores, hoping to create a more welcoming experience for children and to address the concerns expressed by parents and carers about sensory discomfort in everyday clothing.
This initiative is part of Primark’s broader commitment to accessibility, which earlier in the year saw the introduction of adaptive clothing for adults. With the new changes for children, the retailer is focused on inclusiveness not by creating separate lines, but by embedding thoughtful features into standard collections. As a result, more children, especially those with sensory sensitivities, will be able to wear comfortable and irritation-free clothing as the new lines become standard across the shops.
One of the central updates is the removal of neck labels from a large number of kids’ essential garments, including t-shirts, sweatshirts, hoodies, and pyjamas. Traditionally, stitched-in neck labels can cause itching and discomfort for many children, particularly those with heightened sensory needs. By replacing these with printed labels, Primark aims to prevent irritation and make everyday dressing that much easier. This transition will be especially noticeable ahead of the back-to-school season, with hundreds of popular items now featuring the improved neck area.
According to Primark, the label-free approach will initially cover more than half of its children’s clothing range, including about 70% of its children’s pyjamas. The brand has also signalled its intent to expand this further in the future. Seam discomfort isn’t being overlooked either—with the introduction of both seamless and flat seam socks, Primark hopes to provide comfortable options for children, whatever their preference and sensitivity level.
Ann Marie Cregan, Primark’s Trading Director, commented on the new direction: “We want all kids to feel great in their clothes, so they can focus on what matters — being themselves. These updates aren’t about launching a separate line, but about considering inclusive design from the outset. Small improvements, like removing labels or refining seams, can truly make a world of difference for many children and families.”
To help customers identify these new, comfort-focused items, Primark is rolling out ‘Extra Comfort’ signs and symbols in stores to indicate features like label-free necks. Meanwhile, online shoppers in the UK will find it easier to locate sensory-friendly options, as a new filter has been added to Primark’s website—helping Click & Collect customers browse and select suitable items before picking up their orders in-store.
The retailer has also addressed accessibility at the shopping experience level. Sensory-friendly shopping hours are now in effect at 26 Primark locations across the East and West Midlands, as well as the North East. During these designated hours, stores operate with reduced noise—eliminating till sounds and in-store announcements—to support neurodivergent children and their families. Staff specially trained to assist are easily recognisable by their purple vests. Primark says there are plans to extend these initiatives to additional locations across the UK in the coming year.
A selection of the new ‘Extra Comfort’ items includes boys’ joggers starting at £3.50, kids’ cosy pyjamas from £6.50, cotton pyjama sets from £8, sweatshirts and graphic tees from £3.50 and £1.80 respectively, leggings from £1.80, and packs of seamless or flat seam socks from £3.50.
These changes come at a time when affordability is more important than ever for families, and Primark asserts that their children’s clothing continues to be among the best value on the High Street. The retailer’s proactive approach demonstrates a willingness to listen to customer feedback and foster positive change, reflecting a broader industry trend towards inclusive design and shopping experiences.
As the rollout continues, Primark encourages parents and carers to keep sharing their experiences and suggestions. The retailer’s commitment to continually adjusting its offerings could set a new standard for high street fashion, ensuring that all children, regardless of their sensory needs, feel both comfortable and confident in the clothes they wear.