10134601As Nature Intended: Inclusive and Sustainable Outdoor FashionClosedGrant for R&DInnovate UKUnderrepresented groups often feel disconnected from nature due to a lack of suitable outdoor clothing. Feedback from individuals with diverse needs highlights that they frequently have no access to appropriate clothing and struggle to trust mainstream brands as they feel like 'an afterthought.' The lack of inclusive clothing prevents them from fully experiencing and enjoying the outdoors, fostering a sense of exclusion. The outdoor clothing industry in the UK is valued at £60.7 billion and is growing rapidly. However, it has largely overlooked the needs of diverse individuals, including the 14.1 million disabled people in the UK. 96% of disabled individuals believe there is insufficient representation of disability in fashion, and three-quarters state that mainstream fashion does not meet their needs. The fact that only 11% purchase from adaptive clothing brands highlights the significant gap and the opportunity to innovate in this space. Our project, "As Nature Intended," addresses this significant gap by revolutionising outdoor clothing with inclusive and sustainable fashion. Ryde, led by a female, queer founder, is dedicated to creating adaptive clothing that seamlessly integrates fashion-forward aesthetics with functionality. Our designs include inclusive sizing, adjustable fits, transferable accessories, and versatile features that cater to diverse abilities, plus sizes, non-binary individuals, and maternity needs. Our goal is to create a unified fashion experience that meets everyone's unique requirements without compromise. Sustainability is at the core of our mission. We use eco-friendly materials, innovative fabrics, and ethical manufacturing processes, promoting a slow fashion approach to minimise waste. This project sets new standards, shifting the focus from fast fashion to thoughtful, sustainable practices. To enhance the customer experience, we are incorporating bespoke AI matching software into our website. This tool helps users find the best product for their personal and outdoor needs through a personalised quiz, ensuring a perfect fit and functional design. Inclusive imagery on the website will further enhance the shopping experience, making it positive and welcoming. By collaborating with users, caregivers, and advocacy groups, we ensure our designs are informed by real needs. This process guarantees our products are both functional and fit for purpose, based on years of research and community engagement. Empowering individuals through self-expression and clothing they can rely on. By leading in adaptive outdoor and lifestyle clothing, Ryde will deliver substantial societal, environmental, and economic benefits whilst promoting mental well-being. Redefining outdoor fashion, making it accessible, sustainable, and as nature intended.