According to data from WorldBank, approximately 15% of the world’s population (one billion people) experience some form of disability. But until recently, very few brands embraced the opportunity to provide members of this community with wearable, fashion-forward clothing options.
Retailist spoke with Emma McClelland, founder and CEO of Kintsugi – a UK-based apparel brand that provides bespoke, clothing options for the disability community. Her goal? Change the game for stylists, consumers and members of this inspiring community around the globe. The brand holds a passion for diversity and inclusion within the fashion industry, and a desire advocate for disabled people everywhere.
What problem is Kintsugi solving? Why is this so critical for the market?
Until recently, not many brands were designing with disabled people in mind as an end customer, which means that a lot of clothing isn’t very accessible. As an example, the pockets 
on women’s jeans are often at hip level, which means you can put your hands in them easily when standing, but not so much when seated (i.e. in a wheelchair). The “adaptive” clothing I saw before setting up Kintsugi was quite bland and it put functionality over fashion.
What made you take the leap to start the brand?
I started the brand after watching a TED Talk by Stephanie Thomas where she said that there
were more clothing options available for dogs than disabled people. That was something that really stood out to me.
What we’re trying to do is put the two on an equal playing field and create clothing that adds value for women with particular impairments, but can also be worn, by everybody. Ultimately, it’s about giving people choice and making sure they’re not being presented with unnecessary problems when it comes to clothing and dressing. We strive to provide customers with inclusive, accessible clothing – without compromising style.
Describe a memorable moment for Kintsugi in the past three years.
The company pivoted slightly earlier this year, when we decided to split our offering into two brands. We had a core range of high-quality apparel that was designed to be accessible, but we also had a line of T-Shirts with tattoo-inspired prints of disabled pinup girls (think 
Rosie the Riveter with a prosthetic arm) and they were quite a different offering than Kintsugi. Frankly, we thought this is a smarter, more workwear/”drinks with the girls” oriented.
As a result, we created K, Babe as a sister brand. It sells apparel that promotes diversity and inclusion across multiple facets, including disability, sexuality and gender.
What are the next steps for Kintsugi? Do you think this is a market that will be expanding in the next few years?
The next steps for us will be to expand our range. We’d like to offer menswear, but I think that’s still a little way off. For now, I want to improve products so they add maximum possible value for our customers.
About Emma McClelland, Kintsugi CEO and Founder
Emma is a former features writer from 
Manchester. Before founding Kintsugi, she was an editorial manager at a corporate law firm. She founded Kintsugi Clothing in 2018 after watching a TED Talk about accessible design. You can find more information on Kintsugi here.
Related Articles
For Many Retailers, True Sustainability Is More Nuanced Than Ever Before
Achieving sustainability as a retailer today extends further than just environmentally friendly packaging – it demands transparency from all areas of the business.
How to Holiday Gift Guide for Black Friday & Cyber Monday 2020 in 3 Easy Steps
We may still be a couple months away from the holiday music and decorations, but in typical American fashion, the gift buyers are ready and raring to go.
3 ways retail brands can piggyback off Amazon’s Prime Day
Sure, Amazon might own Prime Day, but that doesn’t mean your brand can’t piggyback off the hype.
What do shoppers expect from retailers?
With customer experience expected to overtake both price and product as a competitive advantage, brands must meet and exceed their customers’ expectations.
