At The Petty Pool Trust , we’ve always believed that inclusion doesn’t just broaden opportunities, it ignites creativity, purpose, and innovation. This conviction inspired our recent collaboration with BEPO Be Positive Taylored Brand B E P O , an independent clothing brand that shares our values and commitment to sustainability, mental health awareness, and empowering young people to do “good stuff.” Together, we set out to create a cool, inclusive streetwear brand for young people with SEND (Special Educational Needs and Disabilities) that would challenge perceptions and showcase what our learners could achieve.
Our partnership with BEPO was no coincidence. Having known Ben and Tal, the founders of BEPO, for years, I saw their brand grow with a mission that resonated with our own. Both our organisations champion sustainability, mental health advocacy, and neurodiversity. It seemed like the perfect fit, and as soon as we reached out, BEPO’s enthusiasm matched our own. We soon found ourselves sitting around a table, ideas flying, working toward a shared vision: a streetwear brand our learners could proudly call their own… one that tells the world that neurodivergent young people can make waves in the fashion industry, and that they create for everyone.
We kicked things off in March 2024 with a design competition for Neurodiversity Celebration Week. The theme? Promoting inclusion in the workplace for young people with SEND. We gave learners three simple guidelines:
- Create a clothing brand with a logo for hoodies and t-shirts.
- Design should creatively convey inclusion, celebrating the unique abilities and contributions of young people with SEND.
- Include positive messages, symbols, or imagery that represent diversity, acceptance, and empowerment.
From this contest, “All Inclusive,” or AI, was born. One learner created the logo; another coined the name. They didn’t need much from us, except for maybe the occasional cheerleading. We stuck around, as BEPO’s team of creatives spent weeks guiding our learners, working hands-on with those who showed an ambition to dive into the creative industries. Witnessing their transformation was inspiring. Learners who once struggled with anxieties or found the classroom environment overwhelming were thriving in this dynamic creative space. The project grew beyond clothing; it became a platform for our learners to tell their story, to break down barriers, and to share their experiences through design.
Naming the brand AI initially raised questions: Would people confuse it with artificial intelligence? Would they understand that “All Inclusive” is about embracing everyone, regardless of differences? But this “play on words” became a talking point, a way to highlight that AI stands for something much deeper: it’s about a world where everyone belongs, a brand created by neurodivergent individuals for everyone.
Fast-forward to October 25, 2024, a milestone for Petty Pool for two reasons. Not only was it the day we wrapped up a challenging Ofsted inspection week, but it also marked our first hoodie sale at BEPO’s Liverpool One Pop-Up. Even better, one of our learners, Zak, handled the sale himself. Standing in a bustling pop-up shop, he represented everything “All Inclusive” stands for… an inclusive brand, created and supported by inclusive people, doing inclusive things.
Today, AI is more than a clothing line; it’s a testament to the power of inclusion to inspire innovation. It has given our learners a voice, shown them that they can be part of the creative industry, and reminded us all that meaningful change happens when we let people shine in their unique ways. This journey has been a privilege and a reminder that true innovation comes from including every voice in the room.
Interested in getting yourself some AI merchandise? You can shop online at BEPO’s website, by clicking here.
