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Drapers 30 Under 30 2018: Adam Frisby, founder, In The Style

Age: 30

Adam frisby seated

Adam Frisby 

What he’s learnt: “You cannot change the cards you are dealt, but you can change the way you play them.”

A light-bulb moment in August 2013 led Adam Frisby to create etailer In The Style, a fast fashion business combining social media and celebrity. Using £1,000 of redundancy money from his previous job in recruitment, he set about building a fashion empire from scratch. With no qualifications or previous fashion experience, Frisby relied on gut instinct and determination. Turnover at In The Style was on track to hit £30m by the end of 2017, and in May last year, private equity firm Livingbridge invested an undisclosed sum.

“Gaining a multi-million-pound investment and going through that process with a successful outcome without any business management knowledge was a huge achievement,” Frisby says. “Another key achievement in 2017 has been working on a collection with Australian social media super-influencer Tammy Hembrow, who has 7.5 million Instagram followers.”

In The Style is now focused on going international. Frisby is busy stepping up its presence in key markets, such as the US and Australia.

“I’ve learnt a lot on the way and, whenever I take time to reflect on decisions, it was always my instinct that was right,” he adds. “I’ve learnt to believe in my own ability.”

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