Primark is tapping into the menopause clothing market with a new range


British fashion retailer Primark says the launch is the latest in a series of bespoke products specially designed to support women at different stages of life, including menopause.

The collection’s lightweight, soft-touch fabric uses technology to regulate body temperature. Using a complex blend of yarns, the fabric absorbs heat from the surface of the skin during hot flashes and then releases heat during subsequent cooling. Simultaneously, the material wicks away excess moisture, controls odor and has an antibacterial coating, leaving the wearer feeling fresh during the day or helping to get a more comfortable night’s sleep.

Overall, the 14-piece range offers affordable basics that can be layered into an existing wardrobe as the foundation for any outfit. Base layer pieces include shaping leggings and chafe shorts through to briefs, t-shirts and tank tops.

Ann-Marie Cregan, Chief Commercial Officer at Primark, says: “We are aware of the many different challenges that menopause can present to women. As part of our global ambition to support women at all stages of their lives and to fight everyday taboos, we recognized that specialized products were not accessible or affordable for everyone and we wanted to change that. This range has been developed and tested over two years to ensure that we have created innovative, innovative products designed specifically to relieve one of the most common symptoms associated with menopause, hot flashes.

The collection is part of the Primark Cares label and is made from recycled nylon and recycled polyester. As part of its commitment to make more sustainable fashion accessible to everyone, 39% of Primark clothing is already made from recycled or more sustainably sourced materials, and the fashion retailer has pledged to make 100% of its clothes by 2030.

Just Style last month spoke to B2B clothing technology company MAS Holdings about the untapped potential of the menopause clothing market after the company launched its own brand for postmenopausal women in 2017, based on its own technology. anti flush.

Click here to read the full interview.

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