EmAble - New Intelligent Fashion Brand

York Mother and son set to launch intelligent fashion brand in memory of daughter lost to cancer.

Joanne Nicholson and Matthew Rhodes from York have released plans to launch an adaptable fashion brand called 'EmAble.'

Inspired by the tragic loss of Emily Rhodes, who passed away in April 2019 after a three-year battle with cancer.

The duo have joined forces to create a versatile and specialised clothing brand which is expertly engineered to allow easy access during treatments, including radio therapy, chemotherapy, dialysis, blood tests and transfusions as well as breast checks and intravenous therapy.

They hope it will transform the experiences of life-changing health conditions and enduring treatment for chronic illness.

Emily's memory makes the foundation of the business, with the brand name incorporating her nickname, 'Em'.

The brand's vision centres around 'enabling' and empowering others going through treatment.

Joanne and Matthew have combined their two inspirations to create 'EmAble'.

The adaptable clothing simplifies streamlines and speeds up hospital appointments by eliminating the need for patients to undress for medical examinations, interventions, procedures and treatment.

The collection includes:

• Unisex Loci hooded oversized sweatshirts 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 an elasticated waistband, concealed side seam zips from waist to ankle and draw cord ankle cuffs.

All items are available in navy and sand colours and come in a range of sizes.

All of the garments feature zips for easy access, branded zips with the wording, 'for Emily', woven 'EmAble' branding on the front of the garments and a woven branded badge on the reverse which reads, 'for Emily'.

Meet the team:

The mother and son duo have teamed up with Caffè Nero Co-Founder, Pablo Ettinger and York-based Malcom Dyl, Managing Director of Bridlington-based, Rawfusion who are advising them supply chains and scaling up their business.

Karen Flocklon, a highly experienced performance sportswear and swimwear product development specialist will be working with EmAble o n designing the development of future ranges. 

Karen has worked with leading global sportswear brands and she has worked on multiple Olympic projects.

The launch of the family-led business will coincide with World Cancer Day on 4th February and the collection will be modelled by people navigating their own journey with serious illness.

Joanne Nicholson 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 Emilyhad, 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 Rhodes added, saying: "While we cannot change an individual's destination, we can help with their journey."

"By creating a 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."

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Facebook: EmAble Intelligent Fashion

Instagram: @emableclothing

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