NYDJ Launches Wheelchair-Fit Jeans on QVC’s Adaptive Apparel Storefront

Meghan Hall
·3 min read

One denim brand is working to make jeans more accessible for women who use wheelchairs.

NYDJ announced Saturday it has launched its first wheelchair-fit jeans, an adapted version of its best-selling straight-cut style.

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Mark Peters, director of consumer experience at NYDJ, said the new denim will target an underserved market that the company has previously failed to address.

“NYDJ, we’re all about inclusiveness. When we looked at our own line, we were like, ‘Oh my gosh, this is a part of the community that we’re really not addressing, and if we’re here for every woman, every curve…we need to make sure that we’re doing that.’”

The brand has launched the collection exclusively with QVC, owned by Qurate Retail Group. QVC will add the denim to its Accessible and Adaptive assortment, which offers an array of products geared at improving the lives of people with disabilities.

The jeans cost $89, which is $20 to $30 less than NYDJ’s standard straight-leg jeans in the same style.

Peters said that price slash was intentional. Though the company used its most premium denim stretch fabric to create the jeans, Peters said the team has emphasized the importance of “not passing any of the [cost] on to the consumer” with this product.

He said that will help deter stressors around cost for comfortability.

“We just knew we had to really make this happen because we wanted the experience to be the best,” he said. “We all want it, but it’s even more imperative for the adaptive community to have stress-free living.”

Peters said NYDJ expects to see strong interest from both current and new shoppers.

“I have now worked with more models for this community, and I do know some of them are already wearing our product, but it isn’t the best experience for them. So with these adaptations, we really now can start to offer her the same silhouettes that she loves, and it’s going to accommodate her,” he told Rivet.

Some of the adaptations to the classic pants include a higher-rising back and lower-rising front, flat seams, faux front pockets, snap closure above the fly and elastic inside the waist.

Peters said it took NYDJ two years’ worth of trial and error with models and testers to get the fit and features right. He said, in the future, the brand has plans to release several other silhouettes: a skinny jean and a bootcut jean.

As one in four people with at least one disability report that they lack enough adaptive apparel options when shopping, the two future styles could be welcome additions to the market.

QVC already hawks some adaptive-fit apparel for wheelchair users, and Rachel Ungaro, GMM and vice president of fashion merchandising for QVC, said the Accessible and Adaptable assortment continues to be an important segment for the company.

“We feel there is an opportunity in the market for delivering beautiful style through accessible clothing. We prioritize inclusivity and innovation in our adaptive clothing collections while collaborating with the disability community,” she told Rivet. “We actively listen to and learn from diverse voices within and beyond QVC as we strive to expand our accessible and adaptive fashion offerings. Our dedication to this journey remains steadfast.”

Because NYDJ has a long-standing, profitable relationship with QVC, the brand chose to launch the jeans exclusively with the network and its e-commerce division. But Peters said as the denim begins to take off, he expects to work with other partners, too.

But beyond new partners, Peters said he hopes other apparel purveyors take note of—and imitate—the choice to create products that better the lives of people with disabilities.

“At the end of the day, they’re all women, and they just want the same things. I think this is [an] exciting moment that we are including everybody at the party. You think about like, ‘Oh, how did we not have her at the party before?’” Peters said. “I’m very happy that we are doing this…and I hope it spurs more people to do it.”