29th July 2025 • My Family Our Needs

Comfa, a Derby-based startup designing sensory-friendly clothing for neurodivergent children, will appear on Dragons’ Den this month. The episode airs at 8pm on Thursday 31^st July on BBC One and iPlayer.

Co-founders 12-year-old Max Palfrey, one of the youngest people ever to pitch in the Den, and his dad Matt, enter the studio to share the story behind Max’s invention: the Fidget-T, a T-shirt with built in pop fidgets, encased seams and peel off tags, designed to help with sensory regulation and everyday comfort.

During the episode, Max, who counts Paddy McGuinness as one of his customers, explains how his own sensory sensitivities as an AuDHD child, led him to create a product that could help others like him feel more comfortable in their clothes.

“We started Comfa because Max couldn’t tolerate most clothing and struggled to regulate after a difficult day. We knew so many others felt the same,” said Matt Palfrey. “Presenting the Fidget-T in the Den together was a surreal and proud moment for us both.”

Comfa is a UK-based business co-founded by Max and Matt Palfrey. After struggling with the feel of everyday clothing due to sensory processing differences, Max came up with the idea for the Fidget-T. Max is one of the UK’s youngest inventors, according to the patent office. The business supports families, charities and educators across the UK.

To see how Matt and Max fare in front of the Dragons, catch Dragon’s Den on Thursday 31^st July on BBC One and iPlayer.