George at Asda is to sell a range of school uniform clothing for children with specific or sensory needs such as autism.
And, it’s the first UK supermarket to do so.
The new collection is called Easy On Easy Wear and it’s available in stores now.
When designing the clothing, Asda said it has “undertaken extensive research with customers and charities to ensure our clothing is suitable.”
The range is designed to help those with specific needs and their mums and dads after Asda found that nine in 10 parents get “distressed or upset” when trying to dress their kids.
Traditional clothing takes children with additional need twice as long to put on, Asda’s research found.
Often, school clothes are designed with neuro-typical children in mind.
This means that designs often include tight necklines, difficult buttons, itchy labels, scratchy seams, fabric which isn’t soft enough and non-elasticated cuffs.
Many of these elements will not work for children with sensory issues or autism.
So, the new collection hopes to have features which make dressing easier for kids with specific needs.
This includes easy close fastenings, soft thread seams, elastic waistbands and care instructions printed on the fabric – that means no labels!
And, the uniforms look just like the regular Asda range so little ones don’t have to worry about standing out.
Research shows that parents of neuro-divergent children often buy twice as many clothes in order to find pieces which work.
And, six in 10 think regular clothes doesn’t work for their kids.
Around 2.5% of children in the UK are believed to have a learning difficulty – and Asda’s range should make school kit more accessible and cheaper.
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Caroline Hicks, head of schoolwear at George says the brand “received a few letters from customers asking us how we could support their needs, focused around independence and easy to wear clothing.
“These customers supported us as we developed the range, and have given us incredibly valuable feedback along the way.”
She added: “71% of children with autism attend mainstream schools.
“We know that these children want to look the same as their peers, so we have designed the range to look just like the rest of the school clothing we offer.”
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