Julia DeNey of Sense-ational You: Building a Better Product Through Customer Feedback
In one of our Founder Feature interviews on the Fashion Founder Collective community, the topic of iteration in design came up. We have worked with many launching brands and understand their desire to launch with the perfect product - and that’s our goal too! But one thing that we have learned over the years, is that no matter how hard you try, there is no way to predict how customers will react to your prodect - and entering the design and production process with the understanding that it will continue to evolve over time, may help relieve some of the stress of launching.
We met with Julia DeNey, founder of Sense-ational You - a brand built for neurodivergent individuals and those with Sensory Processing Disorder. One of the most valuable lessons shared in this conversation is how iteration and customer feedback shape product development—especially when you're creating something as thoughtful as sensory-friendly apparel.
From the beginning, Julia had an understanding of what her customers would need. Soft fabrics, reduced thickness in seams, soft closure such as magnets, and even sound and light blocking features. After her first production run, she gained valuable feedback from the parents of the children wearing her clothes - which items the kids wanted to wear again and again, or what they seemed to avoid. She learned that for some children, swapping out French Terry for a cozy fleece-backed fabric created a more comfortable experience. She continued to refine garment details like pocket placement, thumb holes, or adding magnets to her closures. Each change was guided by real-world use and customer insights. Julia shared how important it is not just to take feedback but to act on it—acknowledging that no product is ever truly “finished.” It’s always evolving.
“You could always keep doing samples and there’s always something to improve. But at some point, you just have to commit and get that feedback.” - Julia DeNey
That iterative mindset doesn’t stop at product design. It extends into manufacturing, too—especially when you're building a garment with sensory sensitivities in mind. Flat seams, tagless interiors, and fabric choice aren’t just aesthetic decisions; they’re functional and necessary. But they often require extra education and back-and-forth with manufacturers, especially overseas.
“Sometimes you have to teach your manufacturer why a flat seam matters. Not everyone knows what sensory-friendly actually means.” - Julia DeNey
Still, the conversation emphasized the importance of approaching these partnerships with grace and clarity. Samples won’t always be perfect the first time, but with patience, kindness, and consistency, you can build relationships that last beyond a single production run. Taking the advice of a fellow Fashion Founder can help you navigate the challenges and successes of launching a new product. Keeping in mind that design and production is an ever evolving process will help you continue to evolve your products over time.
Advice for Fashion Founders: Keep It Simple!
Some important advice from Julia on how to maximize each iteration:
Talk to your customers. Not just a couple, but as many as you can. Don’t build in isolation—build with your community. Use social media as a tool to connect with them, and show you - they want to hear your journey and your struggles, get to know the person behind the brand, and feel like they contributed to the product.
Start small. You don’t need a website full of colors and styles at launch. A focused assortment helps you move faster, gather feedback, and avoid costly inventory mistakes. “No one’s going to care that your site doesn’t have ten colors. What they’ll care about is that it fits their needs.” - Julia DeNey
On Inclusive Marketing and Product Testing
Lastly, the founder reflects on ways brands can be more inclusive of neurodivergent individuals—not just in product design, but in marketing and testing, too.
That means hiring neurodivergent models, working with agencies that represent disabled talent, and celebrating awareness months like April’s Autism Awareness Month in meaningful ways. Even behind the scenes, inclusive hiring (like bringing in autistic designers, web developers, or creatives) makes a difference—and can be part of your brand story.
“There are amazing autistic adults out there doing incredible work. When you hire inclusively, you’re not only building a better team—you’re making a statement about what your brand stands for.”
So whether you are just launching a product or are on your 10th production run, remaining in an iterative mindset, being receptive to consumer feedback, and using a diverse set of customers to provide product feedback can help you continue to evolve your product to the best it can be.
Watch the Full Interview
Fashion Founder Collective is more than just another resource. It’s a space where you can connect with industry experts, gain valuable insights, and meet other business owners who truly get what you’re going through. To access these live events, along with all of the other amazing benefits of AJG’s online community, join Fashion Founder Collective today!
Let’s Build Your Brand Together
To learn more about AJG Fashion Consulting and how we have helped brands launch and grow, visit www.ajgfashionconsulting.com. Looking for more details on how we can help? Book some time with us for a free 30-minute consultation.