Parents have commended Primark for making an ‘amazing’ update to its kidswear range — with many begging for similar options in adult sizes.
Ahead of the new school year, the retailer announced it would be removing traditional neck labels from children’s T-shirts, sweatshirts, hoodies, pyjamas, and nightwear, printing them on the fabric instead.
The change represents more than half of Primark’s junior line, but it has also committed to further increasing this percentage over the coming months in an effort to create ‘clothes that feel right’.
And that’s not all; as part of a move towards more inclusive design, it will also offer seamless and flat seam socks — addressing a particular source of discomfort for people with sensory issues.
Sharing the news on Instagram, Primark wrote: ‘You told us seams and labels can be a real challenge for many children, so we’re making small but important changes that really help…
‘No extra cost. No added fuss. Just more comfort in the clothes you already buy.’
The response from shoppers was overwhelmingly positive, and multiple comments thanked the high street giant.
Amy Olivia Clare and Lauren T-Brooks both called these new socks ‘life-changing’ for their families, with the latter explaining: ‘The amount of times I have to put my daughter’s socks inside out so she can wear them.’
‘This is such an amazing step forward,’ added Sam, who goes by @lifewithmothergoose. ‘As a Mum of an autistic teen I’ve spent so many year cutting out labels!’
Others called on Primark to introduce sensory-friendly products for all age groups, including Jodie Jae Porteus who said: ‘It would be a game changer for neurodivergent adults.’
‘Yes please!,’ commented another user, Kim. ‘It’s so irritating and overwhelming at times to have scratchy labels constantly bothering me.’
A Primark spokesperson responded: ‘We’re always exploring ways to improve comfort and inclusivity across all our ranges, so stay tuned!’
This comes after the chain finalised the rollout of its long-awaited Click and Collect service, allowing customers to browse and order online before picking up in store.
Kari Rodgers, UK retail director at Primark, commented: ‘We know that our customers love the convenience that Click and Collect offers… We hope this will help make summer holiday shopping that little bit easier.’
It also opened Fountain House – its first ever standalone homeware store – in Belfast, offering a wider selection of interiors items at the same bargain prices.
Fans can get hold of all sorts of goodies at the new branch, from 80p diffusers to £50 storage benches and £45 side tables.
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