An autistic entrepreneur has created her own business helping neurodivergent people find clothes for their sensory needs after she struggled to shop for and wear clothes herself.
The BBC reported that Amelie Rule, 21, from Hillingdon in west London, was diagnosed with autism two years ago and said she found fast-fashion clothing too “itchy” and shops too loud and bright.
Her experience inspired her to launch her business Cyber Cherry Clothes – an online pre-loved alternative fashion business that modifies items for people with specific sensitivities.
Ms Rule told the BBC she wanted to help others have their dream wardrobe full of clothes, and a shopping experience that did not cause a sensory overload.
She said: “There’s so much noise, bright lights and too many options…it’s a lot to process. I don’t like itchy things and obviously a lot of fast fashion is quite non-breathable itchy material, so vintage is generally better.”
Ms Rule started her business in February 2024 and creates bespoke pieces from preloved and vintage clothing and fabric with the aim of making her outfits as accessible as possible.
She buys from wholesalers to increase the amount of inclusive sizing and she hosts live streams with customers to answer their questions in real time.
The company now generates between £3,000 and £10,000 a month, but Ms Rule said it was more important to her that the business creates a safe space, celebrating difference.
She said: “Many customers have had preferences on sleeves due to sensitivity so I ensured with each one that there was a base layer, fake sleeves or things with only specific style sleeves.
“One person wanted a heavy metal-style wardrobe but had a phobia of metal buttons, so I sourced pieces and replaced metal buttons with wooden ones.”
Ms Rule works as a special educational needs coordinator at Douay Martyrs Catholic Secondary School in Hillingdon and runs her business in the evenings and at weekends with the support of her mother. She said: “Just because you’re diagnosed with something, it doesn’t mean that you can’t do something.”
