Hillingdon woman adapts clothes to help neurodivergent shoppers

Posted by author March 8, 2025 Shopping

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Handout/PA RealLife Amelie Rule, a young woman with a nose and septum piercing and thick brown wavy hair that has a blunt fringe and is partly tied up. She is wearing a brown knitted jumper with three-dimensional daisies on it and holds items of clothing on hangers, with a rack of clothing and fabric behind her on the right of the image — Amelie Rule says her own shopping experience inspired her clothing business for neurodivergent people

An autistic entrepreneur has created her own business helping neurodivergent people find clothes for their sensory needs after she struggled to shop for and wear clothes herself.

Amelie Rule, 21, from Hillingdon in west London, was diagnosed with autism two years ago and said she found fast-fashion clothing too “itchy” and shops too loud and bright.

Her experience inspired her to launch her business Cyber Cherry Clothes – an online pre-loved alternative fashion business that modifies items for people with specific sensitivities.

She said she wanted to help others have their dream wardrobe full of clothes, and a shopping experience that did not cause a sensory overload.

“There’s so much noise, bright lights and too many options…it’s a lot to process,” she said.

“I don’t like itchy things and obviously a lot of fast fashion is quite non-breathable itchy material, so vintage is generally better.”

Through her business, which she started in February 2024, Ms Rule creates bespoke pieces from preloved and vintage clothing and fabric, and aims to make her outfits as accessible as possible.

To do this she buys from wholesalers to increase the amount of inclusive sizing. She also hosts live streams with customers to answer their questions in real time.

Ms Rule said she wanted to help others have their dream wardrobe full of clothes, and a shopping experience that did not cause a sensory overload

Handout/PA RealLife Amelie Rule standing in the street in front of Camden Town tube station. She is posing for the camera with her hands holding a red knitted hat, and she is wearing a blue cardigan and white t-shirt — Ms Rule said she wanted to help others have their dream wardrobe full of clothes, and a shopping experience that did not cause a sensory overload

The company now generates between £3,000 and £10,000 a month, but Ms Rule said it was more important to her that the business created a safe space, celebrating difference.

“Many customers have had preferences on sleeves due to sensitivity so I have ensured with each one that there was a base layer, fake sleeves or things with only specific style sleeves,” she said.

“One person wanted a heavy metal-style wardrobe but had a phobia of metal buttons, so I sourced pieces and replaced metal buttons with wooden ones.”

The 21-year-old said it was important to her that the business created a safe space, celebrating difference

Handout/PA RealLife Amelie Rule sitting underneath a rack of clothing featuring pink floral and brown striped fabric. She has her hair tied up in buns on the side of her head anf is wearing a necklace with cherries on it, as well as a white polkadot dress with pink lace and printed cherries on it — The 21-year-old said it was important to her that the business created a safe space, celebrating difference

Ms Rule is a special educational needs coordinator at Douay Martyrs Catholic Secondary School in Hillingdon but works on her business in the evenings and at weekends with the support of her mother.

“Burning out is very common with autism,” Ms Rule said.

“I do try to manage it, but when I start taking pictures of the clothes, I just want to do it and get it all done.

“When I’m streaming I lose track of time so that can be an issue, but it’s something I’m working on, and something my mum is definitely helping me with.”

Ms Rule said it was “OK to be different”.

“Just because you’re diagnosed with something, it doesn’t mean that you can’t do something,” she added.