This content is the eighth and final installment of an interview series with the 2020 Target Incubator cohort. Participating companies are sharing, in their own words, details on what inspired the creation of their companies and how they are all working to change the world for the better. All interviews have been conducted by the Target Incubator (TI) Program Management team.

Meet No Limbits.

Erica Cole, Co-Founder and CEO | Bryan Williams, Co-Founder and CTO

TI: When meeting someone new, how do you explain what your company does?

Erica: No Limbits is an adaptive clothing brand designed specifically for amputees. We combine fashion and function by providing garments specially made to work with prosthetics.

TI: What inspired you to start No Limbits?

Erica: I lost my leg two years ago in a car accident. There were a lot of challenges when trying to navigate my new normal, and I realized that if I could make just one thing easier every day, that’s one less thing to worry about. I especially struggled to find clothing that worked with my prosthesis. I started putting hidden zippers in my clothes and it made every day just that little bit easier. I want to give that to other people too.

TI: What impact do you hope your company has on the world?

Erica: For most people, every day starts the same way. Get up and get ready. When that first step is a challenge, it sets the stage for the rest of the day. We want to create adaptive clothing for people with physical challenges and make that first step as easy as possible. We hope that No Limbits can play a role in creating a more accessible world.

TI: What has surprised you about yourselves) as No Limbits has grown?

Erica: Entrepreneurship really has a way of drawing out a person’s strengths and weaknesses in extreme ways. For example, I am better at communicating than I thought I was, but definitely overestimated my organizational skills. That’s why it’s so important to build a team that you trust that has complementary strengths.

TI: How did you learn about Target Incubator and what encouraged you to pursue the opportunity?

Erica: We learned about the Target Incubator at a pitch competition in Chicago. We knew that we were facing some major challenges as we prepared to launch and scale, and saw the Target Incubator as an opportunity to access invaluable experience with such a large organization. It also seemed that our goals overlapped with Target’s in regard to diversity and inclusivity, and we dreamed of working with the designers who developed the Cat and Jack children’s adaptive clothing line.

TI: What makes you most excited about working with Target Incubator?

Erica: We are most excited about the connections. We saw a need and decided to fill it, but we knew we need some help. Target has so much data and collective experience that we’re looking forward to learning and absorbing everything we possibly can.

TI: As a founder, how are you functioning today that is different than how you were functioning 6 months ago? What keeps you motivated?

Erica: We had a lot of travel planned for the last 6 months to get the manufacturing of our clothing line organized. When that was cancelled, we had to scale back and approach things from a different angle, and now we’re producing in house. It has been a huge adjustment, but we’re learning things we didn’t know we didn’t know by doing it this way. Our mission keeps us motivated.

TI: What advice would you give to other entrepreneurs who are navigating the impact of COVID-19 to their business?

Erica: Don’t focus on what you can’t do right now; focus on what you can. If that means changing your business to meet new demands, great! If that means reading and educating yourself on things that are coming up for your business, awesome! If that means being there for your friends and family or taking care of yourself, that’s perfectly fine too. No one in our lifetime has seen this kind of thing before, so it’s OK to not have all the answers.

Learn more about No Limbits by visiting and by following them on Instagram.