In this episode, we sit down with Hanan Tantush - award-winning designer and founder of Intotum, the adaptive fashion brand redefining what it means to create clothing that’s functional, comfortable, and beautiful.

After watching her grandfather struggle to find clothing that felt both practical and empowering, Hanan set out to change the fashion industry from the inside out - designing garments with the disabled community, not just for them.

From building Intotum from scratch to winning £70,000 at the inaugural NatWest Accelerator Pitch and being named one of Drapers’ 30 Under 30, Hanan shares what it takes to build a business rooted in purpose - and why inclusivity should never come as an afterthought.

We talk:
👗 What adaptive fashion really means and why it matters
💡 The story behind Intotum’s mission to make clothing accessible for everyone
🔥 How to pitch with purpose (and win big)
🧵 The future of inclusive design and representation in fashion

If you care about innovation, impact, or the power of design to make life better - this conversation is for you.

KEY MOMENTS:

0:00 Intro & meet Hanan

4:00 Why Hanan felt she had to do something

7:00 How Hanan got into sewing and fashion design

8:00 The meaning behind the name Intotum

9:00 Turning the idea into a business

13:00 Hanan’s experience winning business pitches

22:00 Balancing function, fashion and comfort

28:00 Designing with the community, rather than for them

33:00 The challenge of breaking into the fashion industry

37:00 Why Intotum is expanding into sportswear

43:00 Advice for other founders pitching their business

54:00 How the NatWest Accelerator pitch will change things for Intotum

1:00 Hot takes on function vs fashion and representation in the industry

1:02 Hanan’s advice on a listener dilemma

1:03 What Hanan wishes she knew sooner

🎙 Hosts: Senna & Serenity
📍 Guest: Hanan Tantush (@intotum_fashion)
🔗 Follow us @whatiwishiknewsoonerpod