‘I Want To Encourage People To Look Beyond The Chair’: Irish Design Duo Team Up With Disney

“It’s been my long time aim to challenge the perception of people who use wheelchairs and encourage people to look beyond the chair.” says Ailbhe Keane, CEO and Creative Director of Izzy Wheels, an Irish based company that is partnering with Disney on a fashionable collection of wheelchair covers.

Known for their quirky sense of style and love of bold color, Izzy Wheels was founded by sisters Ailbhe and Isabel Keane, originally from Galway, Ireland.

Inspired by her sister Izzy who was born with Spina Bifida and paralyzed from her waist, the idea for the business came to Ailbhe in 2016. As a wheelchair user, Izzy believed her wheels symbolized freedom, but never felt her chair showcased her personality, motivating Ailbhe to create a range of eye-catching wheel covers for her sister’s chair as her final year project in The National College of Art and Design.

Disney DIS announced its had granted the sister duo usage of its extensive catalogue of character artwork, from Disney, Pixar and Marvel. Available from Izzy Wheels website, customers will be able to shop the range which includes designs featuring the likes of fan favorites, Olaf from Disney’s Frozen and, of course, Minnie Mouse.

“We’ve grown up with its iconic story-telling and for many people, they have a very special connection to many of its beloved characters, and I can’t wait to see customer reaction to the range” explained Ailbhe.

As consumers look to retail business leaders for greater responsibility and action on racial equity, diversity, and inclusion – it is vital retail brands deliver.

In a recent McKinsey & Company research, more than 60 percent of consumers agreed that brands that issue statements in support of diversity, equity, and inclusion must follow up with action. If not, they risk being perceived as exploitative or opportunistic.

“In a world where business is evolving and making welcome change, ensuring organizations are accessible and inclusive to all is ever more important” says Hannah Cockroft MBE DL, Paralympic Champion & World Record Holder.

The collection also supports the Whizz-Kidz charity with 10% of proceeds from all Disney covers being donated to transforming the lives of disabled children across the U.K.