Research
We asked 1,000 people.
In early 2026 we asked 500 neurodivergent adults and 500 non neurodivergent adults in the UK about clothes. What irritates, what helps, and whether the fashion industry is paying attention.
The headline numbers went out in a press release. This page is the rest of it. Every question as it was asked, every answer as it was given.
Humaneight makes sensory sensitive clothing. We ran this study because we wanted to know if what we hear from our own community holds up at scale. It does.
of neurodivergent people find mainstream fashion uncomfortable to wear, at least sometimes. For non neurodivergent people the figure is 57%.
How often do you find mainstream fashion uncomfortable to wear?
- Neurodivergent
- Non neurodivergent
- Almost always6% / 4%
- Often41% / 11%
- Sometimes44% / 42%
- Rarely7% / 30%
- Never2% / 14%
91% is almost always, often and sometimes added together. Almost always and often alone is 47%, against 15% for non neurodivergent people.
of neurodivergent people think the fashion industry has a neurotypical bias.
Do you think the fashion industry has a neurotypical bias (i.e. do you think clothing items are catered to people who aren't neurodiverse)?
- Yes, definitely32%
- Yes, in some cases48%
- No11%
- Not sure10%
have let sensory issues stop them from buying clothes they liked the look of.
Have sensory issues ever stopped you from buying clothing you liked the look of?
- Yes, frequently16%
- Yes, sometimes40%
- Occasionally27%
- Rarely12%
- Never6%
find it easy to find clothes that meet their sensory needs. 47% find it difficult.
When shopping for clothes, how easy is it to find items that meet your sensory needs? By sensory needs we mean connected with the physical senses of touch, smell, taste, hearing, and sight.
- Very difficult9%
- Difficult38%
- Neither easy nor difficult40%
- Easy11%
- Very easy2%
of non neurodivergent people did not know that sensory sensitivities can stop neurodivergent people from wearing clothes from many retailers.
Non neurodivergent respondents
Did you know that neurodiverse people have sensory sensitivities that can stop them from wearing clothes from many retailers? Asked to the 500 non neurodivergent respondents.
- No65%
- Yes35%
What irritates
The garment is the problem.
What are the most irritating things about modern clothing that neurotypical people might not realise? Several answers allowed.
- Fabric texture (rough, itchy, sticky)42%
- Scratchy labels39%
- Tightness or pressure29%
- Sounds (rustling fabrics)23%
- Rough seams21%
- Smell (dyes, detergents)19%
- Weight or heaviness of clothing16%
- Breathability16%
- Washing tags15%
- Temperature14%
- None of these4%
What would help
Take the label off. Start there.
Which changes would most improve clothing for your sensory comfort? Several answers allowed.
- Tag-free or removable labels48%
- Softer or more predictable fabrics41%
- Adjustable fits (elastic, ties, stretch)38%
- Consistent sizing and textures32%
- Fewer seams or flat seams31%
- Clear sensory descriptions online and on the garment27%
- Sensory-friendly collections26%
- Don't know5%
The industry
Half see some effort. Few see enough.
Do you think the fashion industry takes into account the needs of neurodiverse individuals (e.g. clothes regularly include scratchy labels, rough seams, tight fitting etc.)?
- Yes, definitely14%
- Yes, in some cases42%
- No38%
- Not sure6%
Do you think designers and labels cater well to neurodiverse individuals?
- Yes, definitely15%
- Yes, in some cases39%
- No38%
- Not sure8%
Do you think companies in the fashion industry such as clothes manufacturers and designers would benefit from consulting more with people who are neurodiverse?
- Yes82%
- No9%
- I don't know9%
On average, how well do clothing labels from mainstream or designer brands communicate sensory information (e.g. softness, stretch, seams)?
- Not at all9%
- Poorly37%
- Adequately28%
- Well14%
- Very well4%
- I don't usually check labels or descriptions8%
How much do you think neurodiverse individuals are represented in fashion marketing campaigns?
- Not at all13%
- Rarely37%
- Sometimes33%
- Often7%
- Very much4%
- I don't engage with fashion marketing6%
Comfort or look
Comfort wins. For everyone.
Is sensory comfort more or less important than the look of the clothes you buy? Asked to both groups.
- Neurodivergent
- Non neurodivergent
- Much more important22% / 19%
- Slightly more important30% / 20%
- Equally important40% / 47%
- Slightly less important6% / 8%
- Much less important1% / 6%
Only 8% of neurodivergent people and 13% of non neurodivergent people put the look ahead of comfort.
How the research was done.
Online survey of 1,000 UK adults aged 18 and over, completed 30 January to 6 February 2026. 500 identified as neurodivergent and 500 did not. Neurodivergence was self reported. Fieldwork by 3Gem Research and Insights on their in-house panel of double opt-in respondents, compliant with the Market Research Society code of conduct. Percentages are rounded, so some sets do not add to exactly 100. The two groups differ in age. The neurodivergent group has a mean age of 39, the non neurodivergent group 51, and the non neurodivergent group has almost no one under 25. Comparisons between the groups should be read with that in mind.
