The Easy On Easy Wear range went on sale this week with buttons replaced with easy close fastenings (although mock buttons ensure they look just like the regular range); the clothing has softer thread used on the seams; care instructions are printed on the fabric rather than using labels; and elasticated waistbands make trousers easy to put on and ensure they are comfortable. George at Asda carried out research that found the elements of non-specially designed clothes that cause the most issues for children with specific needs are itchy labels (38%), clothes that are hard to get on and off (38%), uncomfortable materials (34%) and seams that irritate them (31%).
George at Asda's research also found:
- 81% of parents of children with specific-needs have tried specialist clothing - but 38% say there are not many options and 28% say they are too expensive.
- 97% agree that more high street and affordable clothing brands should offer clothing ranges designed for children with specific needs.
- 8 in 10 parents (79%) of children with specific needs say that it is difficult to get their children dressed every day.
- It takes nearly twice as long (88% longer) for children with specific needs to get dressed.
Asda announced it is the first supermarket retailer in the UK to offer clothing especially designed for children with specific or sensory-sensitive needs. The move follows department store M&S’ launch of its adaptive school wear clothing range in 2016 and non-school wear in 2018. M&S clothing has many similar features but also incorporates feeding tube slots in some of the designs, and offers leisure clothing as well as school wear.