Inclusion is at the heart of everything Primark does. That's why they are hugely excited about their partnership with the European Wheelchair Rugby Championship. The values associated with Primark's adaptive collection align perfectly with the DNA of the European Wheelchair Rugby Championship. Christine Braun visited the European Wheelchair Rugby Championship in The Hague on behalf of Primark.
Primark launched a new adaptive collection developed with award-winning British designer Victoria Jenkins, who also founded British clothing brand Unhidden. The collection consists of 49 affordable and functional garments, from trench coats and T-shirts to sweaters and jeans, designed specifically for people with disabilities and now available in the Netherlands.
Talking about the motivation behind this collection, Christine Braun, Primark's Corporate Communication Manager, says: "We are a company that wants to be there for everyone. And everyone also means having a clothing line for people with disabilities. Diversity and inclusion is really rooted in our culture. We always had a desire to do this."
Braun continues: "When we were approached about the European Wheelchair Rugby Championship, we started thinking. This is a European event, a very special event that is also taking place in the Netherlands. It is important for the Netherlands to promote diversity and inclusion, and therefore we thought it was a great opportunity to be the retailer to pull the cart. We want to show that these kinds of initiatives are possible, and we hope to inspire other retailers to take the same step."
About her visit to the European Championship, Braun says, "I was hugely inspired and learned an awful lot this week. It was super cool. I have mega respect for all these athletes. The Netherlands also did a great job. There are so many parties involved, everyone is incredibly motivated to move inclusivity forward."
