I’ve sat on the front row in Paris and New York, met artisans in Istanbul and jewellery-makers in Bangkok, but it was a trip to an industrial estate in Salford in 2019 that showed me where the real action was.
From there, its doorway and reception walls wreathed in Insta-tastic fake pink flowers, the fast fashion brand In the Style boomed while the Great British high street was shutting its best-known shops. When I met the company’s 32-year-old founder, Adam Frisby, he had just turned down an offer from Topshop to sell his pieces in its stores and was about to launch a TV show.
ITS’s USP was cheap clothes — £10 for a dress, £20 for a blazer — marketed on social media
