Adam Frisby started fast fashion etailer In The Style from his bedroom aged 27 in 2013.
Since then, Frisby has continued to demonstrate a keen understanding of his target consumer, beating the fast fashion competition to secure a collaboration with reality TV queen and Love Island winner Dani Dyer this summer.
The resulting 52-piece collection broke In The Style’s records and the etailer received 500,000 visits to its website on its first day alone. The range had a sell-through of 72% in the first 24 hours of sale, and more than 80,000 shoppers signed up to access the range pre-launch. Turnover hit £9m in 2017.