Why Getting Dressed Isn’t Simple When You’re Cut from a Different Cloth
Clothing designed for neurodivergent people could be fashion’s next frontier. With 1 in 100 people in the UK on the autism spectrum, meet the startups bringing comfort to those who crave it the most.
By Johnnie Potter
Finding comfortable, shop-bought clothing is simple for most people. You might be thinking more about the colour or whether it suits an upcoming event. But for autistic people, walking into a Zara, H&M, or a charity shop can feel overwhelming. A scratchy label, a waistband that digs in, or tight, restrictive pieces like bras and socks can cause real distress, all because of the way autistic brains process sensory input. For some, just picking an outfit from the wardrobe can be a daily battle.
Every April is Autism Acceptance Month — a time to centre and celebrate autistic experiences in all parts of life. This year, it feels more urgent than ever. Politicians like America’s Secretary of Health and Human Services, Robert F. Kennedy Jr., have been spreading long-debunked claims that vaccines might cause autism and suggesting rising diagnosis rates are linked to some kind of epidemic. With fear and misinformation shaping how the world sees autism, it’s never been more vital actually to listen to neurodivergent voices.
Club Neuro is a new clothing brand hoping to make life a little easier for those with sensory differences, which includes people living with ADHD. The brand launched in January this year, co-founded by two young neurodivergent entrepreneurs sharing a home in London: Olivia Greaves (autistic and ADHD) and Loukas Hambi (ADHD). Their new brand hopes to empower and connect neurodivergent people not only through the specialised clothing they make, but through their range of online and in-person events.
“I used to think that being autistic meant I was broken, too intense, too sensitive or too much for people,” says co-founder Olivia, who was diagnosed with autism at 24 years old. Since her diagnosis, Olivia has gained over 100 thousand followers on Instagram with a range of videos documenting the difficulties of daily life as an autistic person. “Since meeting others like me, I’ve learned to see parts I once labelled as flaws as just natural traits of autism. That shift in perspective lifted so much shame.”
The brand's clothing is washing-tag-free and features minimal seams, an oversized fit, and more breathable fabrics. Those who buy from the brand are invited to their online community and receive access to regular lunch meetups. The meetups are in collaboration with Unmasked, an organisation that provides guidance and resources around ADHD and autism.
Club Neuro’s range of t-shirts and jumpers features designs inspired by disability pride.
“Having a community around you makes the daily burden feel so much lighter,” says Olivia. As a social communication disorder, people with autism may find it difficult to form friendships naturally, despite their human need for social connection being the same as everyone else. “Somebody told me that they had made friends for life at one of our events, and honestly, that’s the whole reason they exist. It’s about connection, identity and above all, not doing it alone.”
“Finding people who just get it really does make the world feel a little bit more manageable.”
The club’s first event in London was a success with the brand’s early adopters. A TikTok video of the event went viral, prompting people from all over the UK to request events in their area.
Most existing sensory clothing brands cater almost exclusively to children. However, Club Neuro is the first to cater specifically for adults on the autistic spectrum, and the response from customers has been both emotional and affirming. In one review, a customer says, “It feels special to be able to represent a core part of who I am.” Another customer praised the brand for its focus, saying, “It’s so great that a fashion company finally recognises neurodivergent minds.”
Some fashion retailers, such as Primark, have already shown their commitment to adaptable clothing for people with disabilities. Their Adaptive range features items made with softer fabrics and more accessible fastening solutions, which are highly beneficial for autistic people with higher needs.
However, a broadened understanding of autism has recognised the sensory needs of more independent autistic people. In the past, these individuals may have been labelled ‘lazy’ for choosing to wear the same items daily, even if it avoided the stress of adapting to new clothing.
“I have items I've worn till they're unwearable, that I've then replaced with the same item brand new again,” says Ellie, a woman with autism who shared her experience.
Ellie’s family helped replace her favourite skirt with an identical one this Christmas.
For many autistic people, discomfort from clothing goes far beyond simple preferences - it can be overwhelming. Tracey, who shared her experience online, said, “If given a choice, I’d never wear a bra again; they make me crazy... It’s taken me my whole life to figure out what works for me.” These kinds of concerns are often invisible to neurotypical buyers and ignored by mainstream fashion. That’s precisely what Club Neuro is hoping to change. “A comfort range is something we’re seriously considering,” says Olivia from the brand. “Underwear (especially women’s underwear) is also very much on our radar.”
Club Neuro’s mission is still in its early stages, but the brand's vision for the future includes a community-first approach with clothing designed by and for neurodivergent people. “One of our long-term goals is to bring a neurodivergent designer in-house full-time,” says Olivia, “we’re building a team that reflects the community we’re creating for.”