onversations.” Before EveryHuman was launched in November 2019, the industry for adaptive products barely existed. People with disabilities had to pay extra to get items altered or tailored if they wanted something slightly better than tracksuits. Sure, tracksuits can be comfortable, but they’re rarely stylish. And frankly, as Skerritt noticed in the nursing homes his family owned and managed, there’s no dignity in wearing daggy trackies every day. Now, thanks to the business networks and advocacy efforts of Skerritt and the EveryHuman team, people with disabilities can find clothing and footwear that makes the dressing process easier – they can even save money if their NDIS plan includes a low-cost assistive technology support budget. “The sector is building momentum and there is significantly more conversation now,” he said, adding that the US adaptive product market is two years ahead, led by the likes of Tommy Hilfiger Adaptive, Nike, and Hush Puppies in the fashion space and L’Occitane in the beauty category with its Braille labelling. “The work these brands are doing is incredibly important, as people with disabilities are no different to anyone else on this planet,” Skerritt said. “They want to wear clothes that make them feel amazing, and facilitating that choice is the inspiration for creating EveryHuman.” Local brands catching up Australia is quickly closing the gap on the US, Skerritt notes. He points to boutique brands such as Jam The Label and Christina Stephens, which are creating interesting pieces for people with dexterity and mobility challenges. “While we are still yet to see major Australian brands enter this space, I believe we are at a tipping point where brands are starting to realise the importance of an offering for people of all abilities,” he said. “It is not only the right thing to do, but also good business, as 1 in 5 people around the world have a disability.” Skerritt advises the best ways for brands to represent people with disabilities authentically are: Employ people with lived experience who will be able to build strong connections with customersConsult people with disabilities as part of the process from the beginningInclude people with disabilities as part of your team behind the scenesMake accessibility a fundamental consideration for your brand moving forward, not just for the one campaign. “The first thing to acknowledge is that mistakes are going to happen from time to time,” he said. “I’m a believer that this is how we get better as a community and accessibility will improve in the future.” “Our aim in 2022 is to continually collaborate with mainstream brands to create designs that will cater for all. Working with brands people recognise daily will go a long way to changing the mindset that making things accessible is too hard.”  New product lines In 2021, EveryHuman acted on conversations with customers to source several new product lines and launch a few fashion initiatives. First up were makeup brushes with straight edges, to meet the needs of people with arthritis and other dexterity challenges who find circular handles hard to grip. There were also wheelchair-attachable bags and other mobility aids that are as fashionable as they are useful. Then, in September, EveryHuman launched Unpaired, Australia’s very first single and different shoe program, which Skerritt said was born out of emails from loyal customers who’d previously had to buy two pairs of each shoe they liked because they have different sized feet, or they have one prosthetic foot slightly different to their other. “They were pretty sick of buying shoes they couldn’t wear,” Skerritt recalled. “Our customers tend to be quite vocal, which some businesses might find off-putting, but I love it – it’s how we improve and grow.” EveryHuman assigns an individual SKU to each shoe, which not only indicates the size and style, but also whether it’s a left or a right. Customers can then add a left shoe and a right shoe to their shopping cart. To reduce the risk EveryHuman will end up with inventory that it will struggle to sell, the business is focusing on shoes that won’t go out of style. In November 2021, EveryHuman partnered with Melbourne Fashion Week to bring an accessible fashion show to the runway, which Skerritt declares an incredible win for accessibility, diversity, and inclusion. EveryHuman’s show featured shirts with magnets in place of buttons, pants with zips on both sides, and laced shoes with hidden fasteners as examples of new adaptive fashion. “Greater representation is how conversation begins and is the first step towards creating change,” Skerritt said. “The new offering is there to improve choice and is designed to change the way disability is perceived, making disability fun, cool and sexy.” This article was originally published in the 2022 Australian Retail Outlook report, powered by KPMG