WhatDo is a sensory-friendly, carbon-neutral, diversity-positive clothing company which offers patented, tagless t-shirts made with inside-out seams, relaxed necklines, draped sleeves, and bamboo fabric which cater to individuals with sensory issues. One of the softest fabrics available, bamboo is hypoallergenic, antibacterial, antifungal, UV protected, biodegradable, and sustainable. The company maintains an eco-spectacular policy and is committed to being 100% plastic-free. All designs are printed with water-based inks, no plastic swing tags, no plastic lamination on any paper products, no plastic packaging, and no plastic adhesive in packaging tape or mailing labels. WhatDo – named by CEO Lisha Rooney’s eight-year-old autistic son Lumen WhatDo celebrates neurodiversity and autism. The WhatDo logo represents the triad of diagnostic criteria for autism, including persistent difficulties with social communication, social interaction, and restricted and repetitive patterns of behaviours, activities or interests, including sensory behaviour, all of which have been present since early childhood and limit and impair everyday functioning. Within the triad, is a visual depiction of the idiomatic expression ‘square peg in a round hole’ which describes an individualist who could not fit into a niche of their society. At WhatDo, we do not believe a square peg should be forced to fit into a round hole – an autistic individual should never be forced to conform to society’s standards – but rather the two should coalesce. For this to happen, we feel there needs to be a lot of work done to establish a better balance. Neurotypical individuals need to listen more and attempt to understand neurodivergent individuals. WhatDo plans to offer new designs and additional sensory-friendly clothing both online and in select retail outlets. The company is in the process of applying for a second patent for a groudbreaking clothing item.