George at Asda unveils new adult adaptive clothing range

UK – George at Asda has launched a 28-piece adult adaptive clothing collection, designed in collaboration with the late breast cancer campaigner Nicky Newman and her community. Available online from 15 September 2025, the range is priced between £11 ($15, €13) and £24 ($32, €27). 

The collection features discreet pockets for stoma bags, hospital-friendly plastic zips, openings for feeding tubes and easy-on fastenings, created to prioritise both comfort and dignity. It follows George at Asda’s earlier move into adaptive clothing for children and builds on the grocer’s ambition to make accessible fashion more affordable. 

‘During one of the hardest times of our lives, Nicky was in and out of hospital… she found it undignified to constantly change in and out of her clothes into hospital gowns,’ said her husband, Alex Newman. ‘She wanted clothing that allowed you to retain comfort and dignity at a time when that was already difficult.’

Karl Doyle, vice-president of George Clothing, added: ‘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.’

Our Inclusive Fashion Market report highlights how the fashion industry can better serve consumers with disabilities and close the inclusivity gap.