Bye itchy tags! Primark makes comfort-first update to kidswear
The high street favourite is removing neck labels and launching seamless socks to make kidswear more comfortable and inclusive.
If getting your child dressed feels like a daily battle over scratchy tags and “bumpy” socks, Primark may have just made your mornings a bit easier.
The budget fashion giant is rolling out thoughtful updates to its kidswear, starting with ditching neck labels and introducing seamless socks, small tweaks designed to make clothes more comfortable for all children, including those with sensory sensitivities.
The updates come after a wave of feedback from parents and carers who shared how features like tags and seams can cause stress, distraction, and discomfort for some children, especially those with additional needs.
What’s changing?
From this summer onwards, more than half of Primark’s kids clothing, including popular items like t-shirts, sweatshirts, hoodies and pyjamas, will come without sewn-in neck labels. Instead, size and care info will be printed directly onto the fabric, helping to avoid itching and irritation at the back of the neck.
And it’s not just tops and nightwear. As part of their 'Extra Comfort' move, Primark is also launching a new range of seamless and flat seam socks, after hearing that traditional sock seams were a common discomfort point for children.
The aim? To make “everyday essentials that feel right from the start,” says the retailer.
“We want all kids to feel great in their clothes, so they can focus on what matters – being themselves,” said Ann Marie Cregan, Trading Director at Primark.
“This isn’t about creating a new and special range, it’s about improving our kids’ clothes, thinking about inclusive design from the very start... small changes that we heard from parents could make a big difference.”
What does ‘sensory-friendly’ mean?
Children with sensory sensitivities, often associated with conditions such as autism, ADHD or SPD (sensory processing disorder), may experience discomfort or even distress from certain fabrics, textures, seams or tightness. Neck labels, seams in socks, and stiff materials are all common triggers.
While not a medical solution, sensory-friendly clothing removes or adjusts those elements to make getting dressed easier, calmer and more comfortable, for kids and for parents.
By embedding these updates into its core ranges, rather than launching a separate 'adaptive' line, Primark hopes to normalise these inclusive features and make them more accessible for all families.
What to look for in-store and online
To help parents find the updated designs, Primark is rolling out ‘Extra Comfort’ signage in stores. These tags and symbols will show whether the item has been made without a neck label or includes other comfort-focused features.
If you’re browsing online for Click & Collect, you’ll soon see a ‘sensory-friendly’ filter on the Primark website, allowing you to easily find items with the new design updates and pick them up in-store for free.
There’s more: sensory-friendly shopping hours, too
Beyond the clothes, Primark has also introduced sensory-friendly shopping hours in 26 of its UK stores, including locations in the East and West Midlands and the North East. These quieter hours take place during the first hour of opening every Saturday, with no till sounds, no in-store announcements and reduced noise levels throughout the shop.
Staff specially trained in supporting customers with additional needs will also be available, wearing easy-to-spot purple vests.
The brand says it’s planning to expand these quiet shopping hours to even more UK stores in 2026.
Why this matters for parents
For mums and dads of children with sensory sensitivities, seemingly small changes, like removing a tag or smoothing out a seam, can mean a less stressful start to the day. These kinds of inclusive design choices aren’t just practical; they’re empowering. They acknowledge that children come with different needs, and that value-for-money basics can still cater to comfort.
And in true Primark style, these changes won’t cost you extra. They're being added to its existing, best-selling kidswear ranges, from 100% cotton t-shirts to cosy joggers, meaning you don’t have to hunt down (or pay more for) a specialist product.
“Our kids clothing already represents the best value on the high street and we know how important this is right now,” Cregan added.
“We will continue to listen to parents to understand what more we can do.”
Whether your child has a diagnosed sensory issue or just really hates “itchy things,” these updates are a win for families who value comfort without fuss, and without breaking the bank.
Authors
Ruairidh is the Digital Lead on MadeForMums. He works with a team of fantastically talented content creators and subject-matter experts on MadeForMums.