In late 2021, Max was in his room, playing with one of his many fidgets when a brilliant idea struck him:

What if he could integrate these beloved fidgets into a t-shirt? As he lay in bed that evening, his mind brimming with possibilities, he couldn’t help but wonder: Where would the fidget go? What would the t-shirt look like? What material would be best? Fuelled by excitement, he shared the idea with his parents, who wholeheartedly agreed it was something special. Together, they decided to investigate if such a product already existed the following day. 

Together they founded Comfa and created the Fidget-T, the worlds first clothing with built in pop fidgets. Taking his own struggles with clothing, Max added super soft fabric, encased seams and a peel off label, to maximise comfort for those who struggle with the sensory overload high street fashion can cause.

Since launching, Max has been featured on national TV on This Morning and Dragons' Den, as well as in Huffington Post, Metro and the Independent. Comfa is now a partner with Caudwell Children, a national charity helping Neurodivergent families, and are working on school uniform versions, as well as Adult and long sleeved. The plan is to eventually expand into a full range of clothing, combining comfort with self-regulation for everyone. Max dreams of a world where everyone is comfortable in their clothing, whether they be Neurodivergent or Neurotypical.