62 per cent of disabled shoppers struggle to find comfortable clothes because of their disability
New research from accessible fashion brand Intotum reveals that clothing labels are a widespread and overlooked source of discomfort, distress and sensory overload for millions of disabled and neurodivergent people in the UK.
The new polling conducted by Intotum highlights the scale of a problem the fashion industry continues to overlook. Among people with lived experience of sensory sensitivity, 98 per cent say clothing labels irritate or bother them, while 91 per cent have cut labels out of garments entirely due to discomfort. Almost half say labels irritate them constantly.
For people with sensory sensitivities, the scratch of a label is not a minor annoyance. It can trigger anxiety, pain, and sensory overload, making it harder to concentrate, self-regulate, or remain dressed comfortably throughout the day, says Intotum.
Around one in six people in the UK, approximately 12 million, experience sensory sensitivities, with significantly higher prevalence among autistic and neurodivergent people. Yet most clothing continues to be designed for an assumed level of sensory tolerance that millions of people simply do not have, Intotum states.
Despite growing awareness of accessibility, mainstream fashion brands still rely on synthetic polyester or nylon labels with rough, heat-sealed edges, chosen for cost and durability rather than comfort, says Intotum. For many wearers, this makes everyday clothing technically wearable, but not tolerable, it adds.
The consequences extend beyond personal discomfort, says Intotum. Disabled consumers hold an estimated £446 billion in annual spending power, yet inaccessible design means a significant proportion of this is never spent.
Research found 62 per cent of disabled shoppers find it difficult to find clothes that they feel happy and comfortable in because of their disability. Meaning up to £277 billion is estimated to be lost or diverted because people cannot find clothing they feel comfortable wearing.
The data shows how normalised this exclusion has become, says Intotum. While 91 per cent of respondents have cut labels out of their clothing due to discomfort, the remaining nine per cent said they have considered doing so, a clear sign that people are forced to adapt their clothes because the industry has not.
Founded in 2022 by neurodivergent designer Hanan Tantush, Intotum was created in response to these lived experiences. Every garment is designed to be completely label-free, with care instructions printed directly onto the fabric to eliminate irritation while still meeting legal requirements.
As the fashion industry looks ahead to 2026, Intotum is calling for sensory-friendly design to become standard practice, not a specialist or adaptive afterthought, starting with something as simple as removing scratchy labels from everyday clothing.
Hanan Tantush, founder of Intotum, comments: “Scratchy labels are treated as insignificant, but for many people they are a genuine barrier to getting dressed.”
“These are small design choices that have a huge impact on comfort, dignity, and daily life. In 2026, fashion has an opportunity to do better.”
Clothing retailer Primark unveiled an affordable 49-piece adaptive clothing range for men and women which includes wardrobe staples based on Primark’s bestsellers, all with features designed around the needs of disabled people or those experiencing temporary disability.
