Founded by Irish sisters Ailbhe and Izzy Keane, Izzy Wheels is redefining perceptions of mobility aids by turning wheelchairs into vibrant fashion statements. What started as a university design project quickly evolved into a globally acclaimed brand that not only uplifts the disability community but also challenges stereotypes around assistive devices. With partnerships spanning international design icons and a recent collaboration with Barbie, Izzy Wheels is spearheading a movement rooted in inclusion, empowerment, and joyful expression.
From Personal Struggles to Global Innovation
Izzy Keane was born with spina bifida and has used a wheelchair for mobility her entire life. From a young age, she cultivated a strong sense of independence, embracing her wheelchair as a liberating part of her identity. However, society’s limited and often outdated views on mobility devices remained a persistent challenge. Wheelchairs were generally perceived as medical necessities—clinical, sterile, and devoid of personality. For Izzy, this view was deeply disheartening, especially since her own outlook was full of color, joy, and resilience.
In 2016, Ailbhe Keane, then a final-year student at the National College of Art and Design in Dublin, observed this disconnect and sought to change the narrative. Motivated by her sister’s positive spirit and frustrated by the lack of creative representation in assistive devices, Ailbhe conceptualized a series of decorative wheel covers for Izzy’s chair. These weren’t just accessories—they were bold, expressive canvases that transformed the wheelchair from a symbol of limitation into one of empowerment.
The designs were vibrant, fashion-forward, and crafted to harmonize with Izzy’s personal style. When photos of Izzy proudly showcasing her redesigned wheels were posted on Instagram through the @izzywheels account, the response was overwhelming. A short video quickly went viral, accumulating over three million views in a single day. What began as a personal college project ignited a much larger movement—a call for inclusive design, stylish mobility aids, and visibility for people with disabilities in the worlds of art and fashion.
Spreading Joy, Identity, and Confidence Worldwide
The impact of Izzy Wheels was immediate and profound. Across the globe, wheelchair users began reaching out with heartfelt stories, expressing how deeply the concept resonated with them. For many, it was the first time they had seen a wheelchair being celebrated, not hidden. It marked a shift in how mobility aids could be perceived—not just as tools of necessity but as vibrant expressions of individuality.
Wheelchair users shared how Izzy Wheels helped them reclaim confidence, develop stronger self-esteem, and feel more seen in public spaces. Parents of children with disabilities reported that their kids began to feel proud of their wheelchairs for the first time. The emotional resonance of the product surpassed its decorative value—it sparked conversations about representation, choice, and how self-expression is a basic human need.
The designs became symbols of identity and autonomy. Just as people choose clothing, shoes, or accessories that match their mood or personality, these wheel covers gave users the same freedom to customize an essential part of their lives. They weren’t hiding their wheelchairs anymore—they were flaunting them with flair and elegance.
A Transformative Journey for Ailbhe and Izzy
While Izzy Wheels began as a creative initiative for someone close to home, it quickly became a transformative force in the lives of its founders. For Ailbhe and Izzy, the project was not just a business but a shared mission—a purpose that grew from personal experience into a global platform for empowerment.
As the brand evolved, the sisters began collaborating with celebrated designers and artists, including Orla Kiely, Hattie Stewart, Supermundane, and Craig & Karl. Each collaboration infused the brand with a new creative dimension, bringing unique voices into the fold and expanding the reach of the product. These partnerships not only enhanced the aesthetic diversity of the wheel covers but helped to embed the brand at the intersection of design innovation and inclusive representation.
For Ailbhe, the creative director, the journey has been a testament to the power of user-centered design. For Izzy, it has provided a space where her disability is no longer reduced to a clinical category, but embraced as part of her story. Their journey reflects how meaningful innovation can arise when art, empathy, and experience converge.
Celebrating Diversity Through Bold Aesthetics
At the core of Izzy Wheels is a philosophy of vibrancy. The brand’s visual identity is unapologetically colorful, drawing from pop culture, contemporary art, streetwear, and even nostalgic patterns. These aren’t minimalist or muted designs—they are daring, joyful, and designed to spark curiosity.
This celebration of color is rooted in the sisters’ belief that style should be inclusive. For too long, assistive devices have lacked visual diversity. The market offered few options that allowed users to reflect their personalities through their wheelchairs. By introducing limited-edition collections and artist collaborations, Izzy Wheels invites users to treat their mobility aids not just as equipment but as wearable art.
Color is emotional. It uplifts moods, communicates individuality, and, in the case of Izzy Wheels, challenges long-held assumptions. The wheel covers become statements of resistance against bland functionality. They invite people to look—not out of pity, but out of admiration.
Mental Resilience and Maintaining Balance
Running a global brand that carries both creative and social responsibilities demands emotional strength and careful time management. For the Keane sisters, mental health has been an essential consideration throughout their journey. The pressure to represent a community, keep the business growing, and maintain authenticity is immense, and burnout is a real risk in such purpose-driven work.
Ailbhe emphasizes the importance of setting boundaries and prioritizing rest. She finds balance through everyday rituals like sketching, walking through the city, exploring galleries, and connecting with her peers. These small yet grounding practices help her stay connected to inspiration without losing momentum.
Staying mentally resilient has allowed both sisters to continue advocating for others while taking care of themselves. Their commitment to wellbeing sets a powerful example for anyone balancing personal passion with professional responsibility.
Redefining Childhood Through Representation
One of the most culturally significant moments for Izzy Wheels came through their collaboration with Barbie. Years before the partnership, the Keanes received a vintage Barbie in a wheelchair from their brother—a gift that sat proudly on their studio desk as a creative muse. On International Wheelchair Day, the sisters playfully designed miniature Izzy Wheels for the doll and shared it online.
That small gesture caught the attention of Mattel, the creators of Barbie. The toy giant reached out to propose a collaboration aimed at increasing disability representation in children’s toys. The result was a limited-edition Barbie x Izzy Wheels line that included dolls with prosthetic limbs, diverse body types, and mobility aids.
This partnership was more than a brand milestone—it was a step toward reshaping how future generations understand and accept difference. When children see dolls that look like them—or like someone they know—it fosters empathy, pride, and a sense of normalcy around disability. Through this collaboration, Izzy Wheels helped influence the toy industry toward a more representative, inclusive future.
Inspiring a Global Movement of Inclusion
Izzy Wheels has grown far beyond a product—it is now a symbol of a broader cultural shift toward visibility, dignity, and style for people with disabilities. From media features to museum exhibitions, their message continues to reach new audiences, each time challenging assumptions and inviting dialogue.
As the brand continues to evolve, Ailbhe and Izzy remain dedicated to their founding values. They plan to explore new product lines, enter new markets, and expand the creative voices involved in their collaborations. But at its heart, the mission remains unchanged: to transform the way people perceive wheelchairs, to empower those who use them, and to inject style and creativity into spaces where it’s long been missing.
Izzy Wheels reminds us that design isn’t just about function—it’s about how we feel, how we express ourselves, and how the world sees us. Through thoughtful innovation and an unwavering commitment to inclusion, the Keane sisters have given wheelchair users the gift of choice, visibility, and joy.
Their journey proves that when creativity meets purpose, the result can be revolutionary.
The Power of Color and Playful Design
Color isn’t just part of Izzy Wheels’ branding—it is the soul of the company. From the very beginning, Ailbhe and Izzy Keane infused their designs with vibrant hues and bold patterns as a direct challenge to the sterile, monochromatic look of standard mobility equipment. Wheelchairs have long been perceived through a purely functional and medical lens, with limited or no emphasis on visual appeal or user expression. Izzy Wheels shattered that convention by transforming wheels into canvases.
Each wheel cover is a curated blend of graphic storytelling and artistic flair. The colors are not chosen at random—they evoke emotions and affirm the identities of the users. Every design radiates joy, optimism, and creative autonomy. Rather than conform to the expectation of subtlety or invisibility, the brand embraces maximalism. The designs demand attention, encourage curiosity, and most importantly, spark conversations.
This approach isn't simply aesthetic—it’s intentional. A wheelchair, in many ways, becomes an extension of a person’s physical presence. It enters every room before the person does. For someone like Izzy, whose personality is as colorful as the designs she wears, being able to reflect her true self through her wheels is a deeply empowering experience. Izzy Wheels invites others to do the same, turning something once perceived as purely practical into a source of pride.
Navigating the Demands of Creativity and Mental Wellness
Building a global, purpose-driven brand is as demanding as it is rewarding. For the Keane sisters, maintaining their own mental wellbeing has become a foundational pillar of their continued success. In an industry that requires constant innovation and public engagement, they’ve come to understand that creativity cannot thrive in a state of exhaustion or burnout.
Ailbhe emphasizes the need for intentional downtime. Her creative rejuvenation often comes from everyday activities—baking elaborate desserts, going on long city walks, browsing eclectic bookstores, painting in silence, or laughing over television shows with close friends. These seemingly ordinary moments provide her with the clarity and renewal needed to sustain a business that depends so much on visual imagination and emotional connection.
They’ve also learned the value of discernment. As opportunities increase, so does the pressure to say yes to every offer, collaboration, or media request. However, by setting thoughtful boundaries, they’ve protected their mission and avoided compromising their authenticity. Remaining rooted in their original vision has helped them remain resilient in the face of rapid growth and external expectations.
Their experience is a reminder to other entrepreneurs and creatives that sustainable impact comes from balance, not burnout. They’ve chosen to pace their growth with purpose, ensuring that the brand remains a source of joy for both themselves and their customers.
Advice and Encouragement for New Wheelchair Users
For individuals who become wheelchair users later in life, adjusting can be a deeply emotional and, at times, overwhelming experience. It often involves grieving physical changes, confronting social stigma, and adapting to a new way of navigating the world. Izzy, having used a wheelchair since birth, offers unique insights that aim to uplift and reframe this transition.
Her message is centered on empowerment: your wheelchair is not your weakness—it is your strength. It provides access, movement, and freedom. It is not a symbol of what you’ve lost, but of what you can still achieve. By embracing the wheelchair as part of one's identity rather than something to conceal, new users can begin to regain confidence and develop a more positive relationship with their mobility aid.
Izzy Wheels plays an instrumental role in this shift by offering a product that literally puts pride on display. When users adorn their chairs with designs that reflect their interests, tastes, or culture, it communicates that they are not passive patients—they are individuals with agency, style, and voice.
Parents, caregivers, and therapists often share how a simple change in wheelchair aesthetics has had a profound psychological impact on users, especially children and teens. Suddenly, the chair becomes a source of excitement rather than dread. This kind of emotional support, although intangible, can be as vital as physical therapy.
The Origin of Their First Wheel Covers
The seed for Izzy Wheels was planted not in a boardroom or marketing plan but in a quiet art studio in Dublin. Ailbhe’s college project was deeply personal. Inspired by her sister’s stylish wardrobe, she wanted to create wheel covers that didn’t just match Izzy’s outfits but enhanced them—turning the wheelchair into a wearable extension of Izzy’s vivacious personality.
Each design was carefully handcrafted, with patterns that echoed Izzy’s favorite colors, fashion influences, and moods. The initial goal wasn’t to build a brand—it was to bring joy to her sister and make her feel celebrated.
But the power of the idea couldn’t be contained. After sharing the photos on Instagram, the internet did what it does best when it discovers something original and heartfelt—it shared it. The response was immediate and overwhelming, filled with admiration and curiosity from people around the world. Encouraged by the outpouring of support, Ailbhe began reaching out to Irish designers and artists to collaborate on a broader collection.
The momentum culminated in a fashion show titled "Roll Models," co-hosted with the Irish Wheelchair Association. The event was more than a fundraiser; it was a statement that disability and design could—and should—exist in the same space. The success of that first showcase served as validation and proof of concept. It turned a college project into a public movement.
A Milestone Collaboration: Barbie and the Celebration of Inclusive Toys
In one of the brand’s most iconic moments, Izzy Wheels partnered with Barbie to bring inclusion into the toy aisle. It was a full-circle dream that began with a small act of creativity. Ailbhe and Izzy had once received a vintage wheelchair Barbie from their brother, which became a cherished decoration in their studio. On International Wheelchair Day, they designed custom miniature Izzy Wheels for the doll and shared the result online.
The internet, once again, took notice. So did Mattel. What followed was an invitation to co-create a new Barbie collection that represented a wider spectrum of real-world diversity—dolls in wheelchairs, with prosthetic limbs, and of various body types and skin tones.
This partnership was about more than just aesthetics. It carried the weight of representation. When children see toys that mirror their reality or reflect the realities of others, it nurtures empathy and inclusion. It normalizes differences from an early age, shaping a generation more accepting of diversity.
For Izzy Wheels, the collaboration with Barbie marked another evolution—from empowering real people to inspiring future ones. It solidified their place as changemakers not only in fashion but in cultural storytelling.
Challenging Assumptions in Everyday Spaces
One of the more subtle but powerful impacts of Izzy Wheels is how it challenges assumptions in daily life. When someone enters a room with vibrant wheel covers, the immediate response shifts from sympathy to intrigue. The aesthetic sparks curiosity, compliments, and conversations. It reframes the wheelchair from a symbol of limitation to a platform of expression.
This shift matters. It begins to dismantle unconscious biases and normalizes seeing mobility aids as extensions of personality rather than mere medical devices. It helps society at large move from passive tolerance to active appreciation of disability culture and design.
For wheelchair users, this can be liberating. Instead of being met with stares of pity or avoidance, they’re met with admiration, even envy, for their unique and stylish wheels. It changes how they feel about being in public, attending events, or participating in social activities. In this way, the wheel covers go beyond decoration—they influence social interaction and emotional wellbeing.
Looking Ahead: A Future Fueled by Passion and Purpose
The journey of Izzy Wheels continues to be driven by purpose, creativity, and the unwavering belief that design can be both beautiful and impactful. What started as a student project rooted in sisterhood has blossomed into a platform that empowers, uplifts, and inspires. With each new collection and collaboration, the brand extends its reach—not just geographically, but emotionally and socially.
Future goals include expanding into new markets, launching more adaptive fashion accessories, and deepening partnerships with artists and advocacy groups worldwide. But above all, Ailbhe and Izzy remain committed to the community that made their journey possible—the wheelchair users who saw themselves reflected in the brand’s mission and chose to roll with pride.
Izzy Wheels is more than a design company. It is a movement—a reimagining of what mobility can look like, feel like, and mean in the lives of millions. It proves that innovation doesn’t always come from corporate labs or tech firms. Sometimes, it begins in a college studio, inspired by love, and driven by the simple yet radical idea that everyone deserves to be seen, celebrated, and styled.
When Instagram Catapulted the Brand Into the Spotlight
In the ever-evolving digital age, a single moment of visibility can propel a brand from obscurity to global recognition. For Izzy Wheels, that moment arrived in 2017 when Instagram invited them to take over its official story. With a staggering reach of 250 million users, the platform introduced their bold and inclusive brand to audiences far beyond Ireland.
The visual appeal of the wheel covers, combined with the authentic sisterly bond behind the brand, resonated immediately with people from all walks of life. The story didn’t just showcase products—it highlighted a powerful message of visibility, creativity, and pride within the disability community. Suddenly, Izzy Wheels wasn’t just a design project; it became a beacon for inclusive innovation and self-expression.
The global spotlight opened new doors. Designers from various industries began reaching out to collaborate. International media outlets covered their story, and social justice advocates praised their vision for transforming mobility aids into wearable art. This unexpected surge in attention expanded the brand's identity—Izzy Wheels was now equally recognized in design, disability advocacy, fashion, and cultural circles.
In the digital era where countless brands compete for attention, the authenticity and heart behind Izzy Wheels made them stand out. It proved that people connect most deeply with stories rooted in purpose, emotion, and real human connection.
From Stage Fright to Speaking Up
Success often brings new responsibilities, and for Ailbhe and Izzy, it meant stepping into roles as public figures and spokespeople for a cause much larger than themselves. Ironically, the duo once shied away from public speaking. Whether it was giving an interview, presenting to a crowd, or attending industry panels, the spotlight used to provoke anxiety rather than excitement.
But as interest in Izzy Wheels grew, so did their need to communicate their story, values, and mission. Recognizing this, both sisters chose to confront their fear head-on. They participated in speaking workshops, practiced extensively, and sought advice from experienced communicators. Over time, those early nerves gave way to confidence.
Today, public speaking is a fundamental part of their role. They deliver keynote speeches, host workshops, participate in panels, and speak candidly about disability, design, and entrepreneurship. Their talks aren't rehearsed sales pitches—they are honest reflections, filled with insight and sincerity. Their evolution from reluctant speakers to inspiring advocates has become part of the brand’s identity, showcasing growth, vulnerability, and the power of voice.
Their journey serves as an encouragement for others facing similar challenges. Whether advocating for a cause or pitching a creative idea, finding your voice is often the first step toward making meaningful change.
Building with Purpose: Advice for Budding Entrepreneurs
Izzy Wheels is more than just a successful business—it’s a compelling case study in how passion-led entrepreneurship can inspire societal change. At the core of their venture lies a powerful philosophy: build something that truly matters. This guiding principle is what separates long-lasting brands from fleeting trends.
For those considering launching their own enterprise, Ailbhe offers advice rooted in experience. She stresses that purpose must precede profit. Running a business is demanding—it requires energy, time, creativity, and resilience. Without a deeper sense of mission, it's easy to burn out or veer off course.
Izzy Wheels has remained successful not just because of its product innovation, but because every aspect of the brand is grounded in lived experience and a real desire to serve the disability community with dignity and delight. By focusing on creating a positive social impact, the sisters have ensured that their growth remains both sustainable and meaningful.
Their journey teaches aspiring founders that authenticity isn’t a branding strategy—it’s a foundation. If your work is built on something you genuinely believe in, it will resonate with others, spark engagement, and build loyalty. That emotional connection is a brand’s most powerful asset.
The Barbie x Izzy Wheels Collaboration: Representation Through Play
Among the many milestones in Izzy Wheels’ journey, their collaboration with Barbie stands out as one of the most culturally significant. What started as a playful, miniature design for a wheelchair Barbie displayed in their studio became the spark for a groundbreaking partnership with Mattel, one of the world's most iconic toy companies.
On International Wheelchair Day, the sisters crafted a set of custom Izzy Wheels for the doll and posted it on social media. What seemed like a creative side project soon caught the attention of Mattel’s team, who saw in the sisters' work an opportunity to enhance Barbie’s commitment to diversity and inclusion.
The resulting Barbie x Izzy Wheels collection includes dolls that reflect a wide range of lived experiences—wheelchair users, individuals with prosthetic limbs, and varying body shapes and skin tones. This collection is more than symbolic; it’s educational and empowering. It offers children a chance to see their realities reflected in the toys they play with and reinforces the message that beauty, style, and strength come in many forms.
For Ailbhe and Izzy, this collaboration was deeply personal. It marked a moment when their brand’s message transcended age groups, reaching young audiences and planting seeds of self-acceptance and empathy early in life. It was a full-circle realization of their mission to ensure no child with a disability grows up feeling excluded or invisible.
Beyond the Product: Shaping a Cultural Conversation
Izzy Wheels is not just transforming wheelchairs—they are transforming conversations. In every wheel cover, campaign, or collaboration, there's an underlying narrative pushing society toward more inclusive thinking. The brand’s presence challenges outdated notions and encourages dialogue around ability, visibility, and creativity.
Media coverage, panel discussions, and social media engagement all contribute to a broader mission: to normalize disability representation across every sphere—design, fashion, childhood, and even advertising. Every time someone compliments a wheelchair user's custom Izzy Wheels, it sparks a shift in perception. It moves the narrative away from sympathy and toward admiration and respect.
The sisters understand that cultural change doesn’t happen overnight. But by consistently showcasing disabled individuals in positions of pride, elegance, and creativity, they’re steadily dismantling harmful stereotypes. Whether it's a photoshoot, a toy shelf, or a stage, they’re ensuring that disability is not hidden—but highlighted and honored.
Their efforts are also influencing other industries to rethink how they approach inclusivity—not just in terms of accessibility, but representation, aesthetics, and dignity.
The Impact of Authentic Storytelling in Digital Spaces
At the heart of Izzy Wheels’ success lies one of the most powerful tools of the modern era: storytelling. The Keane sisters didn’t start by pushing a product. They shared their personal journey—rooted in love, creativity, and a desire for change. That authenticity resonated online and continues to drive their brand's engagement across digital platforms.
Social media didn’t just help them go viral—it allowed them to build a community. Followers didn’t just admire the wheel covers; they shared their own stories, posted their looks, and connected with others navigating similar paths. This two-way dialogue became a source of inspiration for the brand and a safe space for users to feel celebrated.
Their digital presence proves that meaningful storytelling, combined with striking visuals, can transcend geographic and cultural boundaries. Whether it’s through a heartfelt video, an Instagram reel, or a behind-the-scenes look at the creative process, their content reflects real people, real challenges, and real triumphs.
In a world saturated with curated perfection, Izzy Wheels' raw, colorful, and purposeful storytelling is a refreshing reminder of what makes social media powerful—its ability to unite, uplift, and amplify underrepresented voices.
Paving the Way for a More Inclusive Future
The road ahead for Izzy Wheels is paved with potential. As awareness around inclusive design continues to grow, the brand is uniquely positioned to lead the conversation. With a loyal community, a compelling mission, and a proven product, the sisters plan to expand globally—introducing new designs, forming fresh collaborations, and perhaps even venturing into other adaptive products.
Their vision is rooted in one fundamental truth: representation matters. When people with disabilities are seen not as afterthoughts but as tastemakers, innovators, and consumers with style, the world becomes more reflective of its real diversity.
Izzy Wheels has already inspired a shift—from wheelchairs being hidden to celebrated, from users being overlooked to admired. The brand is not simply keeping up with change—it’s driving it. Through their fearless creativity and unwavering empathy, Ailbhe and Izzy Keane have reimagined not only what a wheelchair can look like, but what it can represent.
In doing so, they've not just built a brand—they’ve sparked a global movement toward visibility, pride, and beautifully inclusive design.
From Childhood Decorations to Global Impact
Long before Izzy Wheels became a brand, Ailbhe and Izzy were decorating wheelchairs with lights, streamers, and ribbons for birthdays and holidays. What began as sibling fun evolved into a creative force with the power to reshape how society sees disability.
Their journey is far from over. The sisters continue to innovate, advocate, and dream. Their mission remains crystal clear: to empower wheelchair users to express their personalities and take pride in their mobility. In doing so, they’re redefining disability representation—not just in fashion, but in culture at large.
Final Thoughts:
Izzy Wheels is not just a business; it’s a bold cultural movement reshaping how the world perceives disability, fashion, and individuality. What began as a heartfelt gesture between two sisters has evolved into a globally recognized symbol of empowerment and creative freedom. Through their vibrant, high-impact wheelchair covers, Ailbhe and Izzy Keane have opened a new chapter in the conversation around mobility, identity, and self-worth.
Their story proves that powerful change often begins in the most personal spaces—with love, creativity, and a clear desire to make life better for someone close to you. Ailbhe’s original designs for Izzy were more than just aesthetic accessories; they were acts of visibility, joy, and defiance against outdated societal narratives. That spark has since lit the way for countless others, helping wheelchair users across continents reclaim pride in their mobility and embrace a form of self-expression that had long been denied to them.
What sets Izzy Wheels apart is its authentic understanding of the lived experience of disability. It’s not a product created from the outside looking in—it’s rooted in real needs, real dreams, and real people. The sisters have consistently remained true to their mission, ensuring their designs are not only fashionable and functional but also deeply meaningful. Each design is a statement that says: “You are not invisible. You are vibrant. You are enough.”
Their collaboration with Barbie marks a significant cultural milestone. To see inclusive dolls on store shelves—dolls with prosthetics, wheelchairs, diverse body types and skin tones—normalizes disability and diversity for the next generation. It gently but powerfully rewrites the visual landscape of childhood, where differences are celebrated rather than hidden.
Looking ahead, Izzy Wheels stands as a beacon of what’s possible when innovation, compassion, and artistic courage converge. The brand invites us all to imagine a more inclusive world—one where assistive devices don’t need to be hidden, but can be worn with pride, like your favorite jacket or signature shoes. It reminds us that design has the power to change perceptions—and that mobility should never mean invisibility.
Izzy Wheels is more than a brand; it’s a revolution in motion.
