Asda’s Easy On Easy Wear clothing launched for children with autism and additional needs

Asda have become the first UK supermarket designed for children with additional needs including autism.

Asda has become the first UK supermarket to design a clothing range for children with specific or sensory-sensitive needs, including autism.

The new Easy On Easy Wear range by George at Asda]’/ was created after a poll discovered 80 per cent of parents of children with additional needs found it difficult to get them dressed.

The budget retailer says it has undertaken extensive research with customers and charities to ensure the clothing is suitable.

Asda found that nine out of 10 parents say they get ‘distressed or upset’ when trying to either dress their children or watch them do so themselves.

PA Wire

With traditional clothing, Asda’s research revealed that it takes nearly twice as long for children with specific needs to get dressed.

This is largely due to the fact that most school clothing is designed with neuro-typical children in mind, so there will often be design elements that include tight necklines, hard to-do-up buttons, itchy labels, irritating seams, uncomfortable fabrics, and non-elasticated cuffs.

So this new range will have features to make getting dressed quicker and easier, such as buttons with easy close fastenings, softer thread on seams, elasticated waistbands, and care instructions printed on fabric instead of labels.

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.’

Picture: Getty/George


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