Family goal to alter fashion options with adaptive products

A CORK family are on a mission to change the children’s fashion industry to help everyone from babies with reflux to kids with sensory issues.

Based in Cobh, Rob and April Mullen founded Keeks in 2021 after stumbling on cross-adapted footwear, Billy Footwear, for their son Kian, who was born with the rare genetic Fox-G1 mutation, meaning he is non-verbal and has mobility issues.

They were subsequently approved as the brand’s Irish retailer. Their goal with Keeks is to offer a wider range of products for the parents of children with additional needs. The couple’s first two years have seen them introduce new brands from across the globe.

This is in spite of Kian’s ongoing medical challenges, which include being tube-fed. Sourcing clothing for Kian is among the many challenges Rob and April face on a daily basis.

The family-run offering remains dedicated to providing footwear and clothing for kids across a wide spectrum of abilities.

Issues ranging from a baby with reflux to sensory issues with clothing were among the many daily realities they considered when developing the business.

Keeks are not limited to children with special needs and also aim to support youngsters with more common issues, such as teething and eczema.

Rob explained: “The company was set up after years of struggling to find fashionable and functional products for our son Kian.

“Over the years we discovered several products that had the ability to make life that bit easier, while also meeting our fundamental requirement of being both fashionable and functional.

“The market is limited, but we have seen more and more adaptive products come to the market since we started,” he said, adding that he hopes this momentum can continue.

Seamless socks, no-tie shoelaces, zip-on pants, wheelchair blankets and ponchos, and a range of other products are included in their current range.

“We are delighted with how the first two years have gone,” said April.

“The market is not large enough for any of the bigger retailers to get involved, so our bespoke store really helps serve a neglected niche area of the market.

“We are constantly networking to ensure we are aware of the latest adaptive products released anywhere around the world, so we can bring them to Ireland if there is a demand.

“We believe we are helping so many people source products they so badly need, and the feedback has been great so far.”

She described the frustration for parents of children with additional needs when sourcing clothing online.

“We spend a lot of our time helping people find and size the right solutions for them,” April said.

“We are very flexible on returns, which is what is needed for parents given the complexity of some of the products we sell. This is a huge advantage when compared to the gamble people may have taken when ordering from the US in the past. Getting anything to Ireland was hugely expensive and returns are just not viable.”

Speaking about their personal life, April said: “At times it has been difficult to juggle life with three young kids and running a business, but it continues to be very rewarding, and we wouldn’t change it. We genuinely feel that we have made life easier for parents and kids by sourcing adapted solutions while keeping it stylish. There is no reason why fashion and a disability cannot go hand in hand.”

She spoke about their hopes for the future, adding: “We want to grow awareness around our products. Billy footwear is our No 1 brand. However, we have other products such as reflux bibs, sensory-friendly clothing, or wheelchair blankets that can help a completely different customer.”

• Keeks are available at keeks.ie/ and on social media @keeksireland.