Designed with treatment in mind, but made to be part of everyday life.

Our clothing combines thoughtful functionality with comfort and quality, so you can feel supported without being defined by treatment.

Our Products

Explore our range of services designed to help you move forward with confidence, wherever you're headed next.

Loci hoodie
£99.95

Heavy weight cotton, unisex, oversized loci hoodie with accessible zips in targeted areas. With two chest-entry zips, a lower-torso pouch zip and kangaroo pocket for snug fit and comfort, and two forearm zips for easy access.

See more details about our product features and intelligent fashion below.

If you are unsure on which size to order, please take a look at our consumer size guide here.

Loci shirred-waist jogger
£79.95

Heavyweight cotton, unisex, relaxed-fit pants with accessible zips down both sides, for easy access to the legs. Side hand pockets, and adjustable hem, and back-waist detail for comfort and secure fit. Also features a shirred waist, adaptable for everyday needs.

See more details about our product features and intelligent fashion below.

If you are unsure on which size to order, please take a look at our consumer size guide here.

Loci elastic-waist jogger
£79.95

Heavyweight cotton, unisex, relaxed-fit pants with accessible zips down both sides, for easy access to the legs. Side hand pockets, and adjustable hem, and back-waist detail for comfort and secure fit. Also features a shirred waist, adaptable for everyday needs. Features an adjustable, elasticated waist for everyday needs.

See more details about our product features and intelligent fashion below.

If you are unsure on which size to order, please take a look at our consumer size guide here.

What is EmAble?

EmAble is an intelligent fashion brand creating treatment-friendly clothing designed to restore comfort, dignity, and control for those facing illness. Founded by a mother-and-son duo, Joanne and Matthew, in memory of Emily — their daughter and sister — EmAble was born from a desire to help others navigate treatment with strength and self-worth. While we can’t change your destination, we can hold your hand through the journey.

A person wearing a grey zip-up hoodie, with one hand holding the adaptive zip near the collar, which allows for easy access when receiving medical treatment.
Text that reads "Intelligent Fashion" in bold, dark blue letters on a black background.

Introducing intelligent fashion

At EmAble, every stitch and detail has purpose. Our adaptive designs make treatment easier, more comfortable, and restore a sense of dignity to those wearing them. Because when you put EmAble on — the clothing does the rest.

Close-up of a person's hands pinching the waistband of grey clothing, with a bright orange tag labeled 'For Emily' visible.

Our drive

EmAble was created by mother and son, Joanne and Matthew, in loving memory of their daughter and sister, Emily. During Emily’s cancer journey, Joanne saw how few clothing options offered dignity and comfort through treatment. What began as a way to honour Emily’s memory has grown into a mission to help others feel supported, independent, and seen. Together, Joanne’s creativity and Matthew’s drive bring EmAble to life — a true legacy of love.

Meet the Team

  • Joanne Nicholson with blonde hair, wearing glasses and a light blue shirt, smiling while drawing fashion designs for her adaptive medical clothing brand, EmAble.

    Joanne

    FOUNDER

    “This has given me a purpose to get up every day, I think I would struggle to live a normal life, especially a work life – I don’t think I could do it.”

  • Matthew Rhodes, with long hair tied back, wearing a white t-shirt, is laughing while sitting at a table.

    Matthew

    FOUNDER

    “It would be privilege to help other people going through grief. We’d like to show that there is a way out. It’s not the end of their life – you can always make a legacy for them.”

Watch more of our story

At EmAble, our goal has always been to create clothing that fits seamlessly into everyday life.

High-quality fabrics, eco-friendly choices, and thoughtful construction make each piece suitable for daily wear — whether you’re at home, out shopping, or navigating treatment.

  • “Joanne and Matthew have turned tragedy into something positive, creating a business that helps others while building a lasting legacy for Emily.”

    – Yorkshire Choice Awards

  • "The EmAble journey has been inspirational. Originally conceived by Matthew and his mother Joanne in memory of Emily, daughter and sister, their journey has now lead to a range of functional, treatment-friendly cool designs with everyday style. It has been a privilege to watch the business grow from concept through to final products.”

    – Pablo Ettinger, Senior Advisor

  • “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”

    – Joanne, Co-Founder

  • “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.”

    – Matthew, Co-Founder

  • "It’s been a great pleasure to meet and work with the EmAble team. The passion they have for what they’re doing gives me incredible inspiration to continue supporting them on their journey to success."

    - Malcolm Dyl, Senior Advisor