Subscribe to our newsletter to receive business tips, learn about new funding programmes, join upcoming events, take e-learning courses, and more.
Take the first step to successfully starting and growing your business.
Join for free)
Posted: Fri 31st Jul 2026
5 min read
"When the world said I didn't fit in – I designed clothes that do."
That's how Millie Haywood, founder of Mentallyunstitched, sums up her business in five words. It's a line that does a lot of work — because the brand isn't really about hoodies. It's about a young woman who spent years not knowing why she felt out of step with everyone else, and who eventually turned that experience into a product.
Millie describes Mentallyunstitched as a brand "created from my own journey – one shaped by years of navigating anxiety, sensory overwhelm, and a world that didn't always make space for the way I experience it."
She lived more than 21 years of her life not knowing she was autistic, causing her mental health to suffer as a result.
Rather than staying quiet about it, she noticed a stigma around mental health and neurodivergence and decided she wanted to change that — which sparked the idea behind the brand: creating clothes that let people feel comfortable and confident being themselves.
That mission is still the whole point of the business today. Millie wants to build a full clothing line specifically designed for comfort and mental wellbeing, with every piece sensory-friendly and built with anxiety-relieving adaptations.
The story of how that mission actually became a product is one Millie tells clearly and specifically:
"I still remember the exact moment Mentallyunstitched became a sensory-friendly clothing brand.
"I was having a panic attack and struggling to regulate myself. The only thing that brought me any comfort was my plushie. I was holding it so tightly, and its soft fabric instantly made me feel calmer.
"I remember thinking, 'If this plushie can bring me this much comfort, what if I could create clothing that gives people the same feeling – something they can wear wherever they go?'
"The very next day, I started contacting manufacturers because I knew I had to make that idea a reality.
"When I finally designed my first Comfort Hug Hoodie and received my very first sale, I can't even describe the feeling. I was so proud.
"Knowing that someone had chosen to spend their money on something I'd created was incredibly special. Then, when the first five-star review came in, it all clicked.
"I realised this was my purpose – to build a brand that genuinely helps support people's mental wellbeing.
"Even now, every time my phone pings with a new order, I still get that same rush of excitement. It never gets old."
If you're thinking about starting something of your own, Millie's story offers a few honest lessons:
Your own struggle can be your starting point: Millie's idea came from a single moment of holding a plushie during a panic attack, not a market research spreadsheet. The most convincing ideas often come from something you've actually needed yourself.
Move on the idea while it's still raw: She contacted manufacturers the very next day. You don't need a polished plan before you start moving – you need enough conviction to make the first call.
The first sale is proof, not just profit: For Millie, that first purchase and first five-star review weren't just nice moments – they were the point at which she realised her idea had value beyond her own experience.
Let your mission stay bigger than the product: Millie's goal was never just to sell hoodies. It was to build a full clothing line for comfort and mental wellbeing – the products are simply how she gets there.
Naming the gap you're filling makes people trust you: By being open that her brand exists because of a stigma she wanted to challenge, Millie gives customers a reason to buy in beyond the clothes themselves.
As Millie puts it:
"Whether you are neurodivergent, experience anxiety, or simply just want truly comfortable clothing, we are here for you!"
It's a reminder that a business built to solve your own problem can end up helping a lot more people than just you.
