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Primark expands into adaptive fashion

Primark Adaptive in collaboration with Victoria Jenkins, UK

UK – Primark is launching a new adaptive clothing collection in collaboration with Victoria Jenkins, an award-winning designer and disability advocate.

Available in selected stores and via Click and Collect from 28 January, the 49-piece range includes wardrobe staples such as trench coats, jeans and knitwear designed with adaptive features such as magnetic zippers, waist loops and discreet openings for medical devices. Designed with accessibility app NaviLens, product signage for the collection also includes a scannable code for visually impaired customers.

The collection is the next step in the retailer’s commitment to accessibility, following the launch of its adaptive underwear range in 2024. Primark has also partnered with organisations and consultants including the Business Disability Forum, Dr Shani Dhanda, Purple Tuesday and AccessAble to develop Detailed Access Guides for all Primark stores and help customers shop confidently.

Our Inclusive Fashion Market report spotlights the brands and businesses putting accessibility at the forefront of the design process and recognising the needs of underserved consumers.

Strategic opportunity

Fashion brands should look to move beyond single adaptive lines to create an inclusive design philosophy that informs all product development. Collaborate with disabled designers and accessibility advocates to embed adaptive features into both garments and stores

Equinox Hotels teams up with Dr Matthew Walker on sleep-focused hospitality

US – Equinox Hotels has announced a ground-breaking collaboration with sleep scientist and best-selling author Dr Matthew Walker to enhance its sleep-driven hospitality offerings. This partnership integrates advanced sleep science to boost guest experiences, further cementing Equinox Hotels’ position as a trailblazer in health and wellness travel.

Building on existing initiatives such as sleep-optimised guest rooms and circadian-focused rituals, Equinox Hotels is introducing several innovative developments. At the forefront is the Equinox Hotels Sleep Lab, set to make its debut at the New York location. This interactive space will allow guests to explore state-of-the-art sleep technologies and participate in live studies conducted by Dr Walker. Insights from the Sleep Lab will inform future guest room designs, incorporating new technologies to maximise rest and recovery.

Other initiatives include the Equinox Hotels Jet Lag Reset, a proprietary digital tool providing personalised strategies to mitigate jet lag, accessible both online and in-room. Furthermore, curated educational content by Dr Walker will empower guests with insights into the science of sleep, enhancing their overall stay.

For more insights, explore our Glow-Up Getaways and Sleep Enhancement Market reports, which delve into the growing consumer interest in Longevity Lifestyles and self-improvement.

Equinox Hotels, US

Strategic opportunity

Develop sleep-focused amenities such as smart technology, optimised bedding, ambient lighting and soundproofing. Consider collaborating with sleep scientists to validate these offerings and elevate guest experiences

Stat: Gen Z value ethics over pay when job hunting

Lyonesse Pictures Office. Design by Kii Inc, Japan

UK – Nearly half of Gen Z workers in the UK are rejecting job offers due to perceived ethical shortcomings, according to a survey by Co-operatives UK. The study reveals that 40% of workers aged 18–27 have declined roles or refrained from applying to companies they consider unethical. In addition, almost two-thirds of respondents believe values such as environmental responsibility and honesty are as important as salary.

Rose Marley, CEO of Co-operatives UK, highlighted the findings, stating: ‘Gen Z want to reshape the future of work, demanding that businesses prioritise people, planet and purpose over pure profit.’ Notably, 90% of respondents reported feeling like ‘a cog in a wheel of a faceless organisation’.

The report underlines a generational shift towards meaningful employment, with many under-27s prioritising work-life balance, community impact and employer integrity alongside pay. These priorities are challenging traditional workplace dynamics, leaving employers struggling to attract and retain this values-driven workforce.

For deeper insights into the psychology of young workers, explore our Gen Z Now and Next: From Vision to Contradiction macrotrend report.

Strategic opportunity

Conduct an ethical audit to assess your environmental, social and governance (ESG) practices, and clearly communicate your commitments through job postings, onboarding and internal communications to build trust and attract values-driven talent