York mum and son launch a clothing brand in memory of daughter who died aged 24
Emily Rhodes and Joanne Nicholson (Image: Pic supplied)
A York mother and son have launched an adaptable fashion brand in memory of their daughter and sister.
Joanne Nicholson and Matthew Rhodes created EmAble in tribute to Emily Rhodes, who died in 2019 aged 24 after a three-year battle with cancer.
The brand combines fashion, function and practical design to create adaptable clothing for people undergoing treatment for chronic and life-changing health conditions.
Ms Nicholson, co-founder of EmAble, said: "It was heartbreaking watching Emily struggle not just with her terminal diagnosis, but grappling with her fluctuating weight and loss of identity.
l-r: Joanne, Alexandra, Michael, Pam and Matthew (Image: Gavin Priestley)
"Because of her perceived body image, she dreaded undressing for treatment, so we hope we can eliminate this feeling for others.
"Emily was our inspiration behind the launch of EmAble and her memory forms the foundation of the business.
"Her nickname, Em, takes centre stage within the brand.
Joanne Nicholson (Image: Gavin Priestley)
"With the ethos and brand vision centring on enabling and empowering others going through treatment, we’ve combined the two to create EmAble which is a fitting tribute to the daughter I miss dearly every single day."
The clothing is designed to improve comfort and dignity for patients during medical procedures, offering easy access for treatments such as chemotherapy, radiotherapy, dialysis, blood tests and transfusions.
Michael Jamson displaying some of the range (Image: Gavin Priestley)
After two years of research, engineering and development, the launch of EmAble coincides with Childhood Cancer Awareness Month.
The family plans to expand the range to include clothing for children and young people, with the same focus on comfort, dignity and practicality.
Every day in the UK, 10 children and young people are diagnosed with cancer.
Mr Rhodes, co-founder of EmAble, said: "We know there is a huge need for this type of clothing across different age groups.
"We are particularly passionate about developing a range for children and young people because no-one should have to worry about removing their clothes for treatment or feel uncomfortable in their own skin.
Alexandra Harrison models some of the clothes (Image: Gavin Priestley)
"This is our opportunity to celebrate the life of Emily and create a lasting legacy for her while supporting others who are facing an uncertain future."
EmAble has already gained industry recognition, winning New Starter Business of the Year at the Yorkshire Choice Awards and being shortlisted in the Against All Odds category at the 2026 York Community Pride Awards.
Alexandra Harrison (Image: Gavin Priestley)
Ms Nicholson and Mr Rhodes have also worked with fashion students at York College to design a collection of vibrant, practical shift dresses with concealed zips.
The debut collection includes the Loci hooded sweatshirt and two styles of jogger bottoms.
The Loci sweatshirt, priced at £99.95, features two neck zips extending to the armpit, two sleeve openings, and a central kangaroo pouch with a wide zip for access to stoma bags, peg feeds, catheters, or for use during ultrasounds.
Both jogger options, retailing at £79.95, include concealed side seam zips from waist to knee and drawcord ankle cuffs.
Michael Jamson displaying a garment that features a zip to the neck. (Image: Gavin Priestley)
All items are made from 100 per cent organic cotton and are available in ocean grey, in dual sizes from extra small–small to extra large–two extra large.
Subtle design details include contrasting zip pulls, branded zip tags reading "for Emily," woven EmAble branding on the front, and a woven badge on the reverse.
More information and a newsletter sign-up are available at www.emable.co.uk.