A mother and son duo from York have unveiled plans to launch an adaptable fashion brand – which they hope will transform the experiences of people battling life-changing health conditions.
Joanne and Matthew are on a mission to revolutionise the adaptive clothing market with their new brand EmAble.
They have joined forces to create a versatile and specialised clothing range – engineered to allow easy access during treatments, including radiotherapy, chemotherapy, dialysis, blood tests, blood transfusions, breast checks and intravenous therapy.
The venture is inspired by the tragic loss of Emily Rhodes, who passed away in April 2019 after a three-year battle with cancer.
The adaptable clothing aims to simplify, streamline and speed up hospital appointments by getting rid of the need for patients to undress for medical examinations, interventions, procedures and treatment.
The collection includes:
- a unisex Loci hooded oversized sweatshirt with two neck zips which extend to the armpit and two sleeve openings
- jogger bottoms with a shirred elasticated front waistband, concealed side seam zips from waist to ankle and draw cord ankle cuffs
- jogger bottoms with elasticated waistband, concealed side seam zips from waist to ankle and draw cord ankle cuffs.
All items are available in two colourway options – navy blue and sand – and come in a range of sizes, and manufactured from 100% cotton so they are comfortable, breathable, warm and washable.
Emily’s memory forms the foundation of the business with the brand name incorporating her nickname, Em. With the ethos and brand vision centring on ‘enabling’ and empowering others going through treatment, they’ve combined the two to create EmAble.
Joanne said: “I’m privileged to be launching this brand with my son, and I couldn’t do it without him.
“We saw first-hand the struggle Emily had, not just navigating treatment, but grappling with her fluctuating weight and self-image, while trying to feel comfortable and in control. Because of her perceived body image, she dreaded undressing for treatment, so we hope we can eliminate this feeling for others.”
Matthew added: “While we cannot change an individual’s destination, we can help with their journey.
“By creating an intelligent fashion brand that features clothing with purpose, we have a renewed purpose in life – to celebrate the life of Emily and create a lasting legacy for her, while supporting others who are facing an uncertain future.”
The launch of the family-led business is scheduled to coincide with World Cancer Day on 4 February. Real life models who are navigating their own journey with serious illness will be modelling the collection ahead of its launch.
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