Tommy Hilfiger Designs for Disability
US-based luxury brand Tommy Hilfiger has announced the launch of a collection aimed at adults with disabilities. The collection – comprising 37 men’s and 34 women’s pieces – comes after the success of the brand’s adaptive children’s range last year, created in collaboration with non-profit organisation Runway of Dreams.
The new inclusive range sticks to Tommy Hilfiger’s traditional, all-American denim focus. However, while aesthetically aligned with the rest of the brand’s collections, the items feature hidden, functional adjustments. Adaptations include Velcro-fitted denim pieces, shirts with magnetic fastenings and pant legs with extra openings, making it easier for consumers with a variety of disabilities to get dressed without assistance.
Other brands would do well to follow its progressive lead. The disability market currently represents 1.3 billion people globally (Return on Disability). This demographic also has an annual disposable income of £249bn ($323.9bn) in the UK alone (Department for Work & Pensions, 2016). Catering to this underserved demographic not only presents the chance for brands to create a positive change, but also to explore a largely untapped and financially lucrative opportunity.