No matter where you are in life, surgery can be pretty life-changing and new to cope with. Post-surgery recovery would be the biggest blessing, but wearing what’s in your wardrobe can be a sad reality. This unspoken niche of post-surgery clothing is still under the radar. But not anymore, thanks to Anucool Adaptive Wear Brand from India. Anucool is an Indian fashion line offering comfortable and stylish adaptive clothing designed for post-surgery individuals.
But what is adaptive clothing? What is Anucool? An engaging Q&A with the inspiring entrepreneur with a passion for helping, Sarita, the Founder of Anucool, revealed answers that could change your perspective! Let’s find out what drove her to enter this niche and develop her label.
Anucool: The Story Of Unique Adaptive Wears
Q: What inspired you to focus on post-surgery and adaptive clothing, and how does the name “Anucool” reflect your brand’s essence? What tagline makes Anucool memorable?
A: A close family member suffered from a frozen shoulder, which restricted them from wearing everyday clothes without a struggle. It was even more of a hassle when options were limited or none to serve people recovering from an injury, surgery or having physical ailments. This gave us the fire and vision to address the textile and fashion industry gap through what we produced.
Anucool, a term familiar to many languages, resonates with a single meaning: comfort. Through Anucool, we captured our brand’s purpose by offering what we promised: comfort clothing that befits post-surgery individuals with a cool style!
Our brand’s tagline that effectively captures the essence of our work is “Slide Into Recovery”.
Which materials do you choose for comfort and ease of wear?
Comfort is key. All of Anucool’s products are 100% cotton, sourced from premium fabric and made in India.
Do your products cater to a specific gender, or are they gender-neutral? Also, are they designed for a particular surgery? If yes, please mention the names.
The design effortlessly fits individuals undergoing orthopaedic, neurology, and oncology treatments. We cater to people who have sustained sports injuries or are physically challenged. Also, it serves aged seniors because they deserve the stylish spotlight. (break into two).
How do you ensure that your clothing meets the needs of post-surgery patients or individuals requiring adaptive wear?
- Apart from my personal experiences, conducting extensive research and surveys shaped our brand to design adaptive clothes. To detail our journey:
- We communicated with doctors, physiotherapists and rehabilitation centres in multiple cities to understand if our assessment of the issue was correct.
- We also spoke to many patients, their families and caregivers to understand the challenges of dressing during recovery.
- Based on their feedback, we created designs for men’s and women’s top and bottom wear that meet various use cases.
- The designs were validated with the groups from the initial survey, and their suggestions were incorporated into further iterations.
These baby steps helped us to build our brand and ensure that our products meet the needs of our target population.
Can you walk us through the design process of one of your most popular adaptive pieces and explain how you balance functionality and style in your creations?
Our most popular adaptive wear is Tearaway Kurtis which was designed for multiple conditions like shoulder surgery, arm fracture, chemotherapy, general disability and older adults’ ailments. The design process centred around functionality conducive to the wearer and caregiver. We went through the following steps to produce this piece:
- We studied the patient’s motor functions (or absence thereof) during these conditions.
- We identified the garment has to be accessible from the shoulder/sleeve sides on both ends. The closures have to be non-abrasive yet easy to use. The fabric has to be breathable, soft and easy to care for.
- We designed a prototype of such a garment and took it to physiotherapists and textile designers for further validation and feedback.
- After 3 iterations, we successfully arrived at the most suitable design that will address the problem of our target group.
We were glad with the acceptance it received in the market and continue to produce this line of Kurtis. And when it comes to functionality and form, we are constantly juggling between the two. However, functionality plays a key role in each piece we design.
Now, let’s discuss the customer experiences and responses you received. How do you educate customers about the benefits of adaptive clothing, and what feedback have they shared with you?
We bring awareness to adaptive clothing and its purpose through online platforms such as social media pages like Instagram, Facebook, and YouTube, where we share many of our experiences as designers and producers. Incorporating our users’ feedback affects our business positively. Wearers and caregivers found comfort in what we offered and provided suggestions to improve our clothing. They are kind enough even to leave new clothing ideas we plan to work on.
What challenges have you faced in bringing adaptive clothing into the mainstream?
The awareness and the need for adaptive clothing was one of the major challenges we faced. We identified and addressed an unmet need, bringing it into focus. (confusing, passive)However, conveying our idea to our target group immediately worked, and we had them on board.
How do you plan to raise awareness about the importance of comfortable, post-surgery clothing?
- If we must elaborate on how we do it, we raise awareness through online and offline channels.
- Through posts and reels on our social media handles.
- Taking part in the CME sessions that hospitals conduct periodically.
- Attending conferences and meetings like Med Tech innovations, Hospital Fairs, Disability Campaigns, etc.
- Collaborating with doctors, physiotherapists, and home care services.
How do you envision Anucool evolving in the coming years, and what impact do you hope to have on the lives of those who use your products?
I envision Anucool expanding its focus to include adaptive conveniences in post-hospitalisation care and palliative care for individuals with disabilities and the elderly. This will consist of footwear, undergarments, pediatric solutions, etc. We do not wish to limit our product lines to top and bottom wear but an entire collection of comfortable clothing.
Our goal is to make everyday dressing a simple and hassle-free activity by reducing or removing any associated pain and discomfort. We simply aim to assist dressing for caregivers, allowing them to focus on other vital responsibilities. Through our products, we strive to impact the end users, make life easier, and ultimately improve their morale and overall sense of well-being.
How do you see the adaptive clothing market evolving, and what sets Anucool apart from other brands in this space?
We constantly check on market trends and changes to our advantage. Recent studies show that 2.2% of the Indian adult population has a locomotor disability. An average of 20 ortho/neuro surgeries happen in every multiple speciality hospital in Tier 1 city in India. So, the market is ever-growing and with little competition, people post-hospitalisation will seek adaptive clothing.
Our products combine practical functionality, cheerful designs, and affordable pricing. We pride ourselves on excellent service, from helping customers find the right garments to implementing feedback and fostering strong relationships. With an unwavering focus on quality, we ensure our customers always receive the best.
Q.Are there any upcoming innovations or collections we can look forward to?
- Yes! You have to wait and watch…..– Sarita Kamath / Nalini Venkataramanan
Stay tuned on our website: https://www.anucool.net