The features of the new collection make it easier for students with disabilities to dress
The new Lands’ End Universal Collection of adaptive clothing ensures the brand delivers on its promise to be a place where every kid fits in.
Launching in Lands’ End School this September, the Universal Collection has already earned one of Apparel Magazine's 2018 Top Innovator awards.
“At Lands’ End School, we take great pride in offering ‘sizes for every student’,” says Cathy Mays, senior merchandise manager, Lands’ End. “By seeking new and meaningful ways to help parents and kids, our Universal Collection with its award-winning features and outstanding fit and comfort, is one innovation we are truly excited about.”
The Universal Collection is designed for easy dressing for children, parents and caregivers, and the range is made to look just like Lands’ End bestsellers but with some adjustments. For example, instead of button holes, tops and bottoms have magnetic closures made with MagnaReady technology and rip and grip closures. Also, to make each item as comfortable as possible, all pieces have either heat transfer or satin tags plus smooth, clean-finished seams and waistbands to reduce potential irritants.
The end result is eight pieces in the initial collection including the easy-care, stain-release Oxford shirt, 100% cotton interlock performance polos, boys’ iron knee wrinkle-resistant chino pants, girls’ and boys’ chino shorts, girls’ cotton performance mesh polo dress, girls’ easy care soft ponté skirt and a girls’ wrinkle-resistant easy-care chino skort.
The Universal Collection ensures that 'every kid fits in'
Are there any other adaptive children’s clothing ranges?
Lands’ End is not the only company to have realised this gap in the market, however.
Back in 2016, Marks & Spencer introduced its Easy Dressing range for school children with disabilities. The range consists of blouses, shirts, dresses, skirts and trousers that have been modified. For example, the trousers have been simplified, removing zips and buttons and some inside pockets, and the company has introduced a ‘pill-up’ trouser. The polo shirt has also been designed for children who need to wear a tie to school but need the comfort of a stretch knitted fabric.
The range was invented as a result of the M&S Investors Wanted campaign. Children were asked to tell the retailer what their dream uniform would be and there was an overwhelming response from parents asking for a school uniform that was designed to help children with sensory and physical needs.
The Cat & Jack adaptive apparel range is made specifically for children and toddlers living with disabilities
The American retailer Target also introduced an adaptive clothing range at the end of last year. Cat & Jack adaptive apparel was launched in October 2017 with a 40-item assortment with features such as side and back snap and zip closures and hidden openings for abdominal access.
“It’s our goal at Target to always make sure we have products that fit our guests’ needs, and all at a reasonable price point,” says Julie Guggemos, senior vice president, product design and development, Target.
“We heard from our guests – and members of our own team – that there’s a need for adaptive clothing for kids that is both fashionable and affordable, so we set out to create exactly that,” adds Guggemos. “Since launching sensory-friendly apparel and receiving such positive guest feedback, we’re focused on continuing to evolve and expand Cat & Jack to meet the needs of even more of our guests.”
Adaptive clothing market
According to Coresight Research, the global adaptive clothing market – which encompasses clothing designed for people with disabilities and plus-size garments – is estimated to grow to US$325.8bn by 2022. In the US alone, this market is predicted to reach US$51.8bn by the same year.
Yet, despite this market being worth so much, it is still largely untapped – the total global apparel market is worth around US$3tn, according to FashionUnited, yet adaptive clothing represents only 1% of this.