Izzy Wheels is redefining mobility with a splash of creativity and inclusivity, championing their empowering slogan, “If you can’t stand up, stand out.” Founded by sisters Ailbhe and Izzy Keane, Izzy Wheels creates vibrant, artistic wheelchair covers that allow users to express their unique style and personality. What began as a college project has blossomed into an internationally celebrated brand, inspiring people across the UK and beyond to see wheelchairs not just as medical devices but as bold extensions of personal identity.

1. Let’s start at the beginning. How did Izzy Wheels come to life, and what was the process of developing your very first set of wheel covers? Did you face any challenges in turning your initial vision into a reality? 

Izzy Wheels was born from a desire to change the way people perceive wheelchairs. I (Ailbhe) wanted to create something that would allow Izzy, my sister, who has spina bifida, to express her individuality and style. The initial process involved a lot of brainstorming about how we could transform the often bland look of wheelchairs into something colourful and fun. We faced numerous challenges, including sourcing materials, understanding the manufacturing process, and ensuring that the wheel covers were both stylish and practical. However, our determination to make a difference for people with disabilities kept us motivated. 

2. Since your launch, Izzy Wheels has grown remarkably. What do you believe were the key factors that drove your success in the early years, and were there any pivotal moments that significantly shaped the company’s journey?

In the early years, our passion for inclusivity and our mission to empower people with disabilities were key drivers. Additionally, we focused heavily on our social media presence, which allowed us to connect with a community that shared our values. When we began collaborating with other amazing artists to create designs it really expanded our reach online. Another significant point was participating in various competitions that provided exposure and networking opportunities

3. Accessibility and inclusivity have always been at the heart of Izzy Wheels. Since we last spoke in 2017, how has your mission evolved, and what new initiatives have you taken to continue advocating for these values in both the fashion and mobility spaces? 

Since 2017, our mission has evolved to not only provide stylish options for wheelchair users but also to advocate for broader inclusivity in fashion. We’ve initiated programs such as workshops to educate people on inclusive design principles and collaborations with other brands that prioritise DEI. 

4. Your brand’s social media presence has been integral to its success. How did you build momentum on platforms like Instagram early on, and how have your ‘SpokesPeople’ and community ambassadors helped shape Izzy Wheels into what it is today? 

Building momentum on platforms like Instagram started with our storytelling approach—showcasing Izzy Wheels journey and the creative designs we offered. Our ‘SpokesPeople’ and community ambassadors have been instrumental; they amplify our message and represent our values in a genuine way, drawing in a diverse audience and fostering a sense of belonging within our community. 

5. With features in global media outlets like Vogue and Forbes, as well as appearances on Irish shows like The Late Late Show, what impact did these high-profile features have on your business? What strategies did you use to attract this level of media attention? 

The media attention from outlets like Vogue and Forbes significantly elevated our brand visibility. Our strategy involved crafting compelling stories about our mission and the unique aspects of our products. Consistently engaging in outreach, networking, and attending industry events also helped us build relationships with journalists who resonate with our brand.

6. Collaborations with artists and designers have been a cornerstone of Izzy Wheels’ creativity. What have been some of your most memorable partnerships so far, and how do you envision growing and evolving these collaborations in the future? 

We’ve had some fantastic collaborations, such as with renowned artists and designers who share our vision of inclusivity. Each partnership brings a fresh perspective and new ideas. We envision evolving these collaborations by exploring collaborations with fashion designers and sports teams. 

7. In recent years, Izzy Wheels secured licensing deals with major brands like Disney and Barbie. How did these partnerships come about, and what impact have they had on both your brand and your customer base? 

Our first major brand collaboration was with Barbie in 2019. They approached us with the idea of creating wheel covers for a new wheelchair Barbie. We learned so much from working with such a massive brand and it was incredible exposure for us. A year later we were contacted by Disney who were always our dream partners. We have been working with Disney ever since and have launched 3 collections with them so far. The impact has been substantial, not just in growing the business but in empowering children with disabilities to express their personalities through vibrant and playful designs with their favourite characters.

8. Izzy Wheels has received numerous awards and accolades, and you’ve had the opportunity to speak at high-profile events. What have been some of the standout moments in your journey, and how have these achievements influenced your brand’s trajectory? 

Some standout moments have included receiving the Women’s Innovation Award from the European Commision, as well as speaking at influential conferences around the world. We don’t take anything for granted and we feel very privileged every time we are invited to speak at events. All of the hard work we have put in over the years has allowed us to build amazing partnerships that help us grow and improve our offerings.

9. Since your launch overseas, particularly America, has been Izzy Wheels largest market. What were some of the challenges you faced in scaling your business internationally, and how did you overcome them? Would you have any tips for Irish SMEs beginning to look at manufacturing and exporting abroad? 

Scaling internationally required understanding different market dynamics and consumer behaviours. Challenges included shipping logistics and adapting marketing strategies. All of our products are still made-to-order in Ireland and shipped to over 60 countries around the world.

10. You travel extensively and have a unique perspective on global trends in DEI (Diversity, Equity, and Inclusion), especially within the fashion industry. What key changes or emerging trends have you noticed in recent years, and are there any untapped opportunities in this space that Irish brands could capitalise on? I

In recent years, there has been a significant push towards greater awareness of DEI issues in the fashion industry, with brands starting to prioritise diverse representation in their campaigns. There are still many untapped opportunities, particularly in creating functional yet fashionable products and clothing for individuals with different needs. Irish brands could really benefit by focusing on inclusive design. 

11. In terms of Ireland’s own DEI landscape, are there any people, companies, or initiatives you’re particularly inspired by or feel are making a significant impact within a community? 

A very inspiring figure is Sinéad Burke, a prominent advocate for disability rights and inclusivity in fashion. Her work as a founder, writer, and speaker emphasises the need for accessible design and representation. Sinéad’s impactful voice challenges the industry to rethink its approach to inclusivity, and she continues to inspire both brands and individuals to create spaces that celebrate all bodies.