Keisha Greaves, founder of Girls Chronically Rock. (Credit: Courtesy of Girls Chronically Rock)
Adaptive Apparel Designed to Fit Every Body’s Needs
Keisha Greaves launched her lifestyle brand, Girls Chronically Rock, to create fashionable, functional clothing for people living with disabilities or chronic illnesses.
Keisha Greaves launched Girls Chronically Rock in 2017, after she herself was diagnosed with muscular dystrophy. As she began to adjust to living with a disability, she quickly noted the lack of fashionable adaptive clothing options available for people like her. Motivated by the experience, and her desire to inspire and empower others in similar situations, Greaves founded Girls Chronically Rock to provide stylish, adaptive clothes that cater to the needs of individuals with a range of chronic illnesses and disabilities. Through her brand, the Cambridge, Massachusetts, founder aims to foster community, raise awareness about disability issues, and promote confidence and independence.
Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.
How is your business different from others in your industry?
We prioritize functionality and accessibility in our designs. The clothing is tailored to meet the specific needs of people with disabilities, ensuring comfort, ease of wear and practicality – but all without compromising on style.
We also engage with the disability community through events and professional collaborations. This helps build a strong, supportive network for individuals, offering them not just products but a sense of belonging and solidarity as well.
Tell us about your biggest success so far.
Speaking with the Michigan Civil Rights Department on July 1 was a big moment for me. There, I was provided with a platform for sharing my story, while also advocating for disability rights and highlighting the importance of adaptive fashion.
What is your top challenge and how have you addressed it?
Breaking into a fashion industry that often overlooks the needs of individuals with disabilities. The market for adaptive clothing is still relatively niche, and reaching the right audience while simultaneously educating the broader public about the importance of inclusive fashion has been an ongoing effort.
To address this, I share about my personal journey, build partnerships with organizations and influencers in the disability community, and host community events to foster a sense of belonging among customers. This grassroots approach builds trust and loyalty while at the same time encouraging word-of-mouth promotion and organic growth.
Have you experienced any significant personal situations that affected your business decisions?
I live with muscular dystrophy. My personal experience and deep understanding of the challenges faced by individuals with disabilities informs every aspect of the brand – from design, to marketing, to messaging.
What is your biggest tip for other startup entrepreneurs?
Prioritize resilience and perseverance. Stay committed to your vision, even when faced with challenges or setbacks. Build a strong support network, seek mentorship from experienced individuals, and continuously educate yourself about your industry and the way businesses work.
How do you find inspiration on your darkest days?
I take time for self-reflection, to reconnect with my purpose and the reasons behind my work. I also turn to mentors, friends and family for encouragement or advice. And, I explore creative activities like writing, making art or music.
What is your go-to song to get motivated on tough days?
“Rise Up” by Andra Day. Its powerful lyrics about resilience and overcoming obstacles resonate deeply with my journey, both as an entrepreneur and an advocate.
Who is your most important role model?
Judith Heumann, a pioneering disability rights activist, and Stella Young, a prominent advocate for disability visibility, have influenced my journey.
Facebook: @GirlsChronicallyRock
Instagram: @GirlsChronicallyRockClothing
Youtube: @KeishaGreaves6070
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