Rare Birds, UK
Rare Birds, UK
Rare Birds, UK
Rare Birds, UK
UK – Rare Birds, a pioneering brand, has unveiled its debut collection tailored to the needs of the neurodivergent community. With an estimated one in seven people in the UK being neurodivergent, and 73% of individuals with autism using clothing for sensory regulation, the Rare Birds range is designed with features like soft seams, deep pockets, elastic waistbands and wide neck holes. Founder Clementine Schouteden and creative director Kerry Brown, who identifies as neurodiverse, engaged with over 200 people and conducted focus groups to craft the brand’s inclusive designs.
Rare Birds has taken an innovative approach, offering a sensory ‘find your fabric’ swatch pack for £1 ($1.27, €1.16), enabling customers to feel the textures before purchase. In addition, the brand is a corporate partner of the National Autistic Society, contributing £2 ($2.55, €2.32) of every sale to the charity. The collection, combining utility with style, showcases Rare Birds’ commitment to building an Inclusive Fashion Market catering for the neurodivergent community. Our market report, America Puts the New in Neurodivergence, also looks at how inclusivity is no longer optional and how mainstream US businesses are adopting accessibility strategies tailored to the neurodivergent community.
Strategic opportunity
Being more inclusive is not only expected of brands but is also financially rewarding, increasing reach to previously underserved consumers and building brand respect
