12 September, 2025

George at Asda is rolling out a new 28-piece adaptive fashion range for adults, designed for people with a range of disabilities and health conditions. The clothes are stylish, soft, and easy to put on, with discreet fastenings and comfort-led design. But more than that, they’re available in selected Asda stores and affordable, two things that are sadly still rare in the world of adaptive fashion. 

Most adaptive clothing still lives online, behind a premium price tag, and feels separate from everything else on the rack. This range removes barriers and gives everybody a chance to feel like themselves, in jeans, in jumpers, in everyday style. 

This is also a story of a business listening to its customer’s needs. Breast cancer campaigner Nicky Newman shared her experience of not knowing what to wear after her mastectomy, of wanting clothes that were comfortable, dignified, and still looked like her and asked if a brand would consider creating something better. George not only listened, they also brought her into the process and designed the range with her.  

It’s a great story of how a retailer can get it right – driving inclusivity in a way which is good business. 

By Justine Bahoumina