As part of our Women in Business programme, we partnered with AllBright for their Pitch Day, an event designed specifically to empower female founders starting their journey with Tide. The event connected these founders with investors and industry leaders – and the chance to win a £5,000 investment!
Today, we introduce you to the winner of the Pitch Day – Hanan from Intotum, a fashion brand dedicated to making stylish clothing for the disabled community!
Hi Hanan, can you tell us more about your business?
Intotum is our award-winning, adaptive fashion brand! We make stylish, functional clothing for disabled adults and children, designing with the community, not just for them. Our focus is on creating everything from seated-cut trousers, to sensory-friendly pieces that promote independence and individuality.
What was your inspiration behind Intotum?
It started with my grandad – I watched him struggle to find clothing with a stoma bag that met his needs after cancer, and it made me realise how overlooked the disabled community is within fashion. It sparked my mission to create fashion that empowers, not excludes. That, as well as my personal experiences as a neurodivergent person, drove me to create fashion that puts disabled people at the heart of it.
What impact has Intotum had on its customers, and are there any stories that stand out to you?
We’ve had customers tell us they dressed independently for the first time in years! Moments like that remind me why we do this. The best part of running Intotum is the messages from customers – we’re making a difference for people that didn’t even realise adaptive clothing could be this easy for them.
Our customers often say that they love how our pieces “look like everyone else’s”, and that’s always been the mission – to seamlessly integrate adaptive features, without compromising on style.
What has been a key highlight of your business journey?
Showcasing our collection at London Fashion Week was a huge moment. It proved how important representation is, and it was an amazing milestone for us, only being 9 months into scaling. Having models with disabilities wear my pieces at a globally recognised event, proved that inclusion and innovation belong on the biggest stages.
What challenges have you faced in bringing adaptive fashion to the mainstream, and how did you overcome them?
The biggest challenge has been breaking down assumptions that adaptive clothing is niche or medical-looking. I’ve tackled this by combining lived experience with high fashion standards, proving that inclusive design is just good design.
What’s your number one top tip you’d give to a female founder looking to launch their own business?
Start before you feel ready. I think that as women, we like to be prepared first, but it’s important to always talk about your idea as if it’s a fully-fledged business, to help it become one. You’ll learn as you go, and the perfect moment never comes, but your idea deserves to exist.
What was your key takeaway from the Pitch Day process?
How powerful it is to pitch in a room that wants you to succeed. The support and feedback were energising. It reminded me of the importance of strong networks – fellow female founders are always my biggest advocates.
What is your top tip to female founders pitching their business to a panel of investors?
I’ve often been underestimated, especially in male-dominated business events and pitches. I navigate it by backing up passion with proof, being confident in my impact, and surrounding myself with other women who get it. Know your ‘why’ inside out. People invest in people, and conviction is contagious!
Lastly, what will you be using the prize money for?
We’re using it to help launch our next capsule collection, including expanding our size range and refining designs based on community feedback – making sure more people feel seen and supported in what they wear.
