When Hanan Tantush watched her 83-year-old grandfather struggle to find clothes that accommodated his stoma bag after bladder cancer treatment, she knew something had to change. Told to wear jogging bottoms for life, the fashion-conscious man refused to be seen outside in them. This personal family challenge sparked a remarkable business journey that's now transforming lives across the UK.
From Personal Struggle to Fashion Innovation
Hanan's grandfather had battled cancer multiple times, but the stoma procedure when Hanan was 16 presented unique challenges. 'He's a resilient man and would normally bounce back, but this was a totally different battle for him,' Hanan tells Metro. The ostomy bag consistently caused problems with clothing, particularly around waistbands, making his recovery even more difficult.
Having made clothes for herself since age 10 due to sensory sensitivities linked to her neurodivergence, Hanan understood clothing discomfort intimately. When she began studying fashion two years later, she knew exactly where to focus her talents. She started planting the seeds for what would become Intotum, though not everyone supported her vision.
Overcoming Doubt and Building a Business
One particular moment became a turning point for the young entrepreneur. A lecturer told her, 'Disabled people don't need fashion.' Rather than discouraging her, this comment filled Hanan with determination to prove them wrong. 'It summed up how much disabled people are excluded,' she says. 'It drove me when they said that to me.'
With initial security of £20,000 funding from the London Mayor Entrepreneur Competition, Hanan established her studio in Cheshire and began designing her first collection. Her big break came when she presented at London Fashion Week in 2023, which opened significant doors for the budding brand.
How Adaptive Fashion Actually Works
Hanan explains adaptive clothing using a simple example: 'Imagine if you sit down in a pair of jeans: it digs in and is uncomfortable. Now, imagine for a wheelchair user what it's like to feel that all the time.'
The innovation goes beyond fabric choices. Intotum's trousers are cut lower at the front and higher at the back, preventing them from digging into the stomach or sinking when seated. The brand focuses on creating clothing that looks fashionable rather than medical, ensuring wearers feel good about their appearance.
Hanan's approach involves extensive consultation with potential customers. 'We have so many check-in points which makes it much more costly, but we are genuinely innovating in the space,' she explains. Her first collection targeted wheelchair users, but she has since expanded the range.
The business impact has been substantial. Her recent collection generated £20,000 from hundreds of orders, with multiple lines selling out completely. After relocating her studio to London with support from the London Fashion District, Hanan continues to expand, recently launching a workwear collection.
Perhaps the most meaningful feedback comes from customers who share how the clothing has improved their quality of life. One review notes: 'Intotum really take into consideration what people with access needs actually need, rather than making what they think we need.'
As for her grandfather, he believes her business 'is an amazing opportunity for disabled people to look fantastic.' For Hanan, the success proves what she knew all along: that lecturer was completely wrong about disabled people not needing fashion.
