Our Story

Fashion Friendly is just one of the many brands under the Kingstown Associates name. We found that customers of our flagship catalogue Healthy Living Direct enjoyed our collection of shoes, accessories and clothing for senior men and women. As a result, we launched the Fashion Friendly catalogue to focus on this growing trend and meet demand. The catalogue was first published in 2015 and is enjoyed by over 100,000 shoppers in the UK.

The Fashion Friendly website launched in 2018 and has quickly grown to become a favourite online shop for seniors and the elderly to find clothing and shoes. Our products have proved popular due to their affordable prices and adaptive features. We choose designs with seniors and the elderly specifically in mind, which is why our clothing and shoes include easy dress features.

Discover our other brands

Healthy Living Direct

Our flagship brand. Find a great range of daily living aids for an independent lifestyle. Plus more!

Garden Ability

For anyone with a green thumb, find all your gardening tools, plants, and outdoor ornaments.

Housewares Direct

For all your homeware needs. Find decor, storage and more for any room in your home.

Craft & Hobby

Find all your crafting essentials, from knitting and sewing to paper and wood crafts.

Fashion Friendly is just one of the many brands under the Kingstown Associates Limited name, which was established in 1999. Fashion Friendly originally started as Foot Friendly specialising in comfortable yet stylish footwear in the year 2000, it was registered officially in 2002.

In the early years, we found that customers of our flagship catalogue Healthy Living Direct enjoyed our accessories and clothing for men and women. As a result, the Foot Friendly catalogue was renamed Fashion Friendly, to focus on this growing interest and meet demand for comfortable and affordable fashion. Our fashion collection grows each season, with new additions offering the latest trends we know our customers will love. Our range includes cosy knitwear and our signature long zip-front kaftans as well as our affordable everyday fashion and accessories. Our lingerie collection is something we pride ourselves on, comfortable easy-to-wear bras that have been adapted over the years to give the best support, so much so that we have sold over 150,000 bras since we started.

The Fashion Friendly website launched in 2018 and has quickly grown to become a favourite online shop for the over 50s to find clothing and shoes with comfort and style in mind. Our products have proved popular due to their affordable prices and adaptive features. We choose designs with our customer’s needs in mind, our clothing and shoes include features to make dressing and undressing easier without compromising on style. We are proud of our customer feedback score on Feefo and we always welcome feedback from our customers. All that’s left to say is Happy Shopping, our latest collections and catalogues are out now!