Changing Perceptions: Izzy Wheels' Commitment to Inclusion and Self-Expression Through Wheelchair Design
With over 30 million wheelchairs in circulation worldwide, highlighting their critical importance as essential means of mobility for people with disabilities is essential. Over the past decades, wheelchairs have undergone remarkable technological and functional evolution, improving the mobility and quality of life of millions of people, often at the expense of aesthetics.
It is in this context that the innovative initiative of Izzy Wheels particularly caught our attention. Founded in Galway, Ireland, by sisters Ailbhe and Izzy Keane, the company is committed to transforming these chairs into canvases for personal and artistic expression. Their bold approach celebrates individuality by allowing users to personalise their chairs with decorative flanges in a variety of patterns, from flowers and animals to superheroes or artistic motifs. They are suitable for both children and adults.
Creative Director Ailbhe was inspired while studying at the National College of Art and Design (NCAD), motivated by her sister Izzy, who has spina bifida. Seeing the wheelchair as a symbol of freedom, she wanted it to also reflect Izzy’s unique style and personality. This led to the creation of Ailbhe’s removable wheel covers, propelling Izzy Wheels onto the international stage with a viral video and high-profile collaborations with the likes of Disney and Marvel.
Izzy Wheels goes beyond being an accessory by opening doors to a positive vision and challenging the stigma associated with disabilities. The young company continues to grow while staying true to its values and vision, a consistency that Ailbhe Keane says is essential, emphasizing the importance of maintaining a clear direction in a mission-driven brand’s journey.
- Can you tell us more about your mission and its challenges?
Our mission at Izzy Wheels has remained unchanged since our beginnings: to challenge the negative stigma associated with wheelchairs and empower users to celebrate their individuality by personalizing their source of independence. We are constantly striving to push the boundaries and find new ways to promote self-expression within the disability community. Our goal is to demonstrate that wheelchairs can be more than just medical devices; they can be powerful means of artistic expression. This mission is best exemplified by our tagline: “If you can’t stand up, stand out.”
- Since your work is very visual, it inevitably triggers a reaction. How do you perceive the impact of your work on changing mentalities?
Our visual work has played a crucial role in initiating essential discussions about the fundamental right to self-expression. We have challenged conventional perceptions of disability and ability, prompting deeper reflection and a shift in mindsets.
Over the years, we have seen a marked increase in the recognition of inclusivity and diversity in the fashion and design world. We are proud to have been part of this movement of change. By giving a visual voice to those who are often marginalized, we have been able to show the world that difference is not something to be feared, but celebrated. Our designs have made many people feel proud and valued, transforming their wheelchairs into true artistic expressions and symbols of empowerment.
- Your brand exploded thanks to a viral social media video that received over 17 million views in a week. You’ve since made it onto Forbes’ famous 30 Under 30 list. Do you have any specific goals for the future, and what could help you achieve them?
Being named to the Forbes 30 Under 30 list was a huge honor and a turning point for our brand. Our top priority is to expand our reach globally to increase accessibility to our innovative products. We also aspire to collaborate with more designers and brands to enrich our offering and diversify our impact.
However, beyond our business goals, what truly motivates us is our customers. Their extraordinary and inspiring reactions are the real driving force behind our commitment. We receive incredibly positive and moving feedback from them: they share how our designs have transformed their relationship with their wheelchair. For them, our products are not just functional accessories but powerful symbols of self-expression and empowerment. They tell us that they feel more confident, proud and visible because of our creations.
We firmly believe that every individual deserves to feel represented and valued, and it is this belief that guides our path into the future.
- How important is the sustainability of materials and production processes to you?
Sustainability is one of our core pillars. While we value creativity and quality in our designs, we also consider it crucial to minimize our environmental footprint. That is why we are firmly committed to using sustainable materials and adopting environmentally friendly production processes. For us, fashion and design are not just about artistic expression; they are fields that must be ethical and responsible. By integrating sustainability into our approach, we seek to promote a future where this industry plays a positive role for the planet and for future generations.
5. You have collaborated with some of the world’s biggest brands, such as Disney, Barbie, Hello Kitty and Marvel. What are the requirements of these partnerships from your side?Collaborating with iconic brands like Disney, Barbie, Hello Kitty and Marvel has been an extremely rewarding experience for us. When considering these prestigious partnerships, there are several key requirements that guide our approach.
First, we value alignment of values and mission. We seek partners who share our deep commitment to inclusivity, diversity, and empowerment. Then, we assess the potential reach and impact of the partnership. Working with such powerful and influential brands can multiply our ability to reach a wider audience and spread our message in a meaningful way. So, we look for collaborations that allow us to amplify our voice and increase our influence in the fields of inclusive fashion and accessible design.
6. Finally, do you have any advice for entrepreneurs who want to start their own mission-driven business?
For entrepreneurs who aspire to start a mission-driven business, my first piece of advice would be to find a cause that resonates deeply with you. Look for something that you are truly passionate about and that inspires you to act for the greater good. Build your business around this core mission, because it is what will give you the motivation and commitment to overcome challenges and persevere through tough times.
Then, surround yourself with a strong and committed team.
Be prepared to continually learn and adapt. The path to entrepreneurship is filled with uncertainties and unforeseen challenges.
Finally, never underestimate the power of creativity and determination. Mission-driven businesses often require innovative approaches to solve complex problems and advance their cause.
Link:
Izzy Wheels: https://www.izzywheels.com/
