We are so excited to highlight Katina Butler, founder of Hood Sensory, a brand born from lived experience, curiosity, and deep care for community. What began as a simple question about her sons and their need for comfort during an uncertain time grew into a powerful mission rooted in sensory support, cultural identity, and style. Drawing from decades of experience across healthcare, creativity, advocacy, and entrepreneurship, Katina has built Hood Sensory as a space where comfort, care, and representation come together.
In this spotlight, Katina shares the story behind Hood Sensory, how her personal journey shaped the brand, and the purpose that continues to guide her work.
How did you come up with your business concept? What inspired you to start your own business?
Hood Sensory started in the summer of 2020, in the thick of a global pandemic, with one question: Why are my three sons wearing hoodies in the summertime? They were in middle school, high school, and young adulthood at the time. I started noticing how they and their friends were using clothing like hoodies and other makeshift items as comfort tools. It sent me down a rabbit hole of neurodivergence, sensory needs, and emotional regulation. I learned about adaptive apparel and found very few solutions that actually looked good or felt like they were made with my culture in mind. Hood Sensory was born out of that moment, emboldening me to create a garment that checked all the boxes for comfort, comprehensive sensory support, and style—something stylish, multi-functional, and rooted in lived experience.
What’s your background? Could you tell us how each of these disciplines emerged in your work?
My background is layered. I originally came to Denton over 30 years ago to study music. I also “fell” into healthcare administration and consulting, with now over 25 years of experience. Over this time, I grew as a music creative and songwriter and became an author, a justice advocate, and an innovative entrepreneur. I have also co-hosted a successful podcast and co-authored a book. I wear many hats, but cohesively. My healthcare experience amplifies my empathy and advocacy because the industry’s gaps affect real people. My creative work gives me the imagination and storytelling to connect with others. My justice work keeps me centered on who I am building for. Hood Sensory is where it all comes together.
What led you to take your work from an idea to pursuing it as a business?
This was never just a side idea. From the lightbulb moment, I was sparked to commit to building it all the way. It started with curiosity to connect with my sons. It quickly shifted to advocacy and expanded into a desire to serve underserved and overlooked communities that need tools like this. I realized the hoodie could be a first step in supporting mental health, disability awareness, and neurodivergence, and that we could change the narrative on what and who it’s all supposed to look like.
How did you find your brand identity?
The brand identity came from lived experience. I didn’t want Hood Sensory to feel clinical or sterile. I wanted it to feel relatable, bold, safe, stylish, and rooted in culture and care. The name “Hood Sensory” felt like the perfect fit. It speaks to the literal hoodie, but also to the neighborhoods and communities we come from, starting with being born and raised in Memphis, Tennessee. It holds meaning for identity, connection, and belonging. The brand reflects who we are. It is comfort, style, and soul.
Do you have a personal or professional motto you call on during tough times?
Yes. I hold on to the truth that my steps are ordered. Even when the path is unclear, I trust that I am being guided, not just in the big decisions but in the smallest details. That belief keeps me grounded. It reminds me that I do not need permission to build what I know is needed. I do not have to wait to be invited in. When things feel uncertain, I remind myself that this work has a purpose. We are not just solving a problem. We are creating space for people to feel seen and supported.
How do you pick back up when you are feeling uninspired?
I go back to my faith and my roots. My spiritual foundation, along with my community of my husband and sons, my parents, siblings, and our extended family and friends. Our tribe. My connection to the people who ground me, and the reminder of the shoulders I stand on, always bring the vision back into focus. The clarity comes when I remember that this work is connected to something bigger than me. I am not just building a business. I am building something that reflects the care, creativity, and calling that shaped me.
What have you gained so far from being a part of the AccelerateHER cohort?
AccelerateHER has given me the structure and support to dream boldly and build strategically. The cohort is full of women and an extended community who are creating out of lived experience. That has been both affirming and inspiring. It reminds me that I do not have to compartmentalize who I am. I can be a founder, a mother, a creative, and a justice advocate all at the same time. I am learning how to own my voice and take up space in business without shrinking my story.
Name a woman or gender-expansive individual you admire or look up to. Why?
I look up to my mother, Brenda Stone. She is gentle and powerful in presence, what I call a blue flame. She taught me to lead with care, faith, and quiet strength. She is a retired nurse and a seamstress who learned from the generations of women before her. She made clothes for me and my siblings growing up, using her hands, her faith, and her skill to create beauty and dignity through every garment. That legacy lives in me. I am still sewing, just in a different way. And I hope I carry her same spirit of love, excellence, and intention in everything I build.
Learn more about Hood Sensory and their mission at their website here.