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

A mother and son duo from York have unveiled plans to launch an adaptable fashion brand, EmAble, which they hope will transform the experiences of people battling life-changing health conditions and enduring treatment for chronic illness.

Inspired by the tragic loss of Emily Rhodes, who passed away in April 2019 after a three-year battle with cancer, Joanne and Matthew are on a mission to revolutionise the adaptive clothing market through innovation and cutting-edge design. They have joined forces to create a versatile and specialised clothing range expertly engineered to allow easy access during treatments, including radiotherapy, chemotherapy, dialysis, blood tests, blood transfusions, breast checks and intravenous therapy.

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

The collection includes considered design details at every level, with high-quality fabric, fit, and function where and when needed.

It features:

• A unisex hooded sweatshirt with a front pocket and zip openings at the front and along the arms to allow easy access while worn

• Comfort jogger bottoms, including a shirred elasticated front waistband and zip openings along the side seams - providing access where and when needed - plus adjustable drawcords at the ankles for ease and comfort

• A second style of joggers with elasticated waistband and back waist detail for all-day comfort

The collection is designed to offer the best fit and function when and where needed, coming in a range of sizes, making everyday dressing easier, more comfortable, and perfectly suited to the individual.

The comfortable and efficient clothing is manufactured from high-quality fabric so is comfortable, breathable, warm and washable. The high quality, fashionable garments boast subtle design features including contrasting-coloured functional zip pulls for easy access, branded zip tags featuring the wording ‘for Emily’, woven EmAble branding on the front of the garments and a woven branded badge on the reverse ‘for Emily’.

Emily’s memory forms the foundation of the business with the brand name incorporating her nickname, Em. With the ethos and brand vision centring on ‘enabling’ and empowering others going through treatment, they’ve combined the two to create EmAble.

The founders have teamed up with entrepreneur Pablo Ettinger, one of the founding team of Caffe Nero, who is providing specialist advice on supply chains and scaling up the business. Pablo is also an active director and angel investor in a number of other businesses. York-based Malcolm Dyl, managing director of Bridlington-based Rawfusion, which was one of Europe’s leading branded fashion and accessories companies, is also acting as advisor to the business.

Karen Flockton, a highly experienced performance sportswear and swimwear product development specialist, has played an instrumental role in shaping the launch collection and will continue to work with EmAble on the design and development of future ranges. Karen has worked with leading global performance sportswear brands including high performance apparel and elite performance swimwear and has multiple Olympic projects under her belt.

The launch of the family-led business is scheduled for Spring 2026. Real life models who are navigating their own journey with serious illness will be modelling the collection ahead of its launch.

The venture marks new beginnings and builds on Joanne’s previous experience in her role

as Co-founder and Lead Designer at And Able, which she set up in 2022 with Claire Myles

Wharton. Claire stepped away from And Able in 2024 to pursue other interests, which provided Joanne and Matthew with the opportunity to unite to create a family-led organisation.

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 Emily had, 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 added: “While we cannot change an individual’s destination, we can help with their journey. By creating an intelligent 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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