When DEI meets innovation: how KNIT brought new solutions to life

Launched in 2023 by H&M Foundation and co-led by The DO – an impact-led consultancy specialised in co-creation and innovation for social change – KNIT was designed to break down barriers in the fashion industry by putting underrepresented voices at the centre of innovation. Through a multi-phase programme combining personal growth and venture development, two bold ideas born during KNIT’s Challenge Week were shaped into fully developed solutions, ready to be taken further by the changemakers who created them.

We came in with lived experience, and left with the tools to build something tangible.

KNIT participant
From lived experience to working solutions

The incubator’s mission was ambitious: to empower ten individuals from marginalised backgrounds to co-create tools that could shift how the industry approaches inclusion. The result? Two functioning, technically implemented solutions:

• Step into My Shoes – an immersive experience platform to foster empathetic leadership through storytelling and lived experience
• Humanitree – a tool to visualise company culture and support more transparent, inclusive decision-making

Over nine months, participants refined, tested and launched these ideas with support from COS and H&M Group, along with input from DEI experts, tech partners and innovation coaches. Along the way, they gained skills in agile development, venture building and corporate collaboration – from working with developers and pitching to potential funders, to navigating feedback from internal teams and senior leaders – all while navigating full-time jobs and remote work setups.

The result? A proof of concept – not just for two DEI solutions, but for a radically inclusive way of designing them.

“Co-creating with people who live the challenges you’re trying to solve – that’s where the real innovation happens,” said a partner involved in the programme.

A collaborative effort from start to finish

KNIT was never a one-brand show. The incubator was made possible through close collaboration between H&M Foundation, The DO, COS and H&M Group – but also thanks to a wider ecosystem of dedicated partners who brought in crucial skills and perspectives. Organisations like The Impact Company, CC Projects, Unmodal and H:DEI have contributed throughout the process, helping turn big ideas into practical, scalable solutions.

What happens next?

KNIT has now concluded, but the work is far from done. Both Step into My Shoes and Humanitree are now in the hands of the changemakers who developed them, with clear product roadmaps and business models in place. The teams are exploring next steps for scaling and funding – and continue to engage with industry partners to bring their ideas into real-world use.

With KNIT, we wanted to move beyond good intentions and really test what happens when underrepresented voices lead the innovation process. The result? Two concrete tools, real industry engagement – and ten empowered changemakers who now have the skills and networks to take their ideas forward. That’s the kind of impact we’ll carry with us.

Jodit Tesfai, H&M Foundation

If you’re interested in learning more or getting in touch with the teams behind Step into My Shoes or Humanitree, you can reach out directly to the teams:

Step into My Shoes – stepintomysshoes@gmail.com
Humanitree – humanitree.global@gmail.com

KNIT

KNIT was an incubator empowering underrepresented talent to co-create real DEI tools for fashion – now live and ready to scale with support from industry partners.

Behind the scenes – what we learned from KNIT

1. Co-creation is powerful – and complex. Bringing together changemakers, brands, developers and DEI experts required clear roles, open communication and a lot of trust.

2. Hybrid formats are tough. In-person workshops created energy and connection, but some momentum was lost during online phases – a key lesson for future programmes.

3. Empowerment means letting go. Giving participants autonomy led to meaningful ownership, but also required balancing support with high expectations – especially as many were new to product and business development.

4. Systemic change takes time. Not everything could be achieved within the incubator’s scope, but a strong foundation has been laid for the solutions – and their creators – to grow beyond the programme