It’s quite likely you own something in your wardrobe that was brought to life by Adam Frisby. The In The Style founder has worked tirelessly for seven years to ensure his clothing brand has found its way into our homes and social media feeds.
You might expect In The Style to be the product of a business plan that would impress Lord Alan Sugar, with a larger budget than the one Kanye West sets himself for his Christmas shopping. However, Adam, 33, started the company from his bedroom with a redundancy paycheque, no strategy, and zero qualifications.
“I’m proud that I started it with literally £960 in my account and no business knowledge whatsoever because there’s a lot of fashion owners who come from money. I suppose being young and possibly a bit naive helped me,” he tells OK! at our exclusive shoot at Adam and fiancé Jamie Corbett’s six-bedroom home on the outskirts of Manchester. “It literally came to me one afternoon that I could harness the power of celebrities from reality TV and Instagram, and I ran with it.”
What Adam lacked in money he made up for with his determination to make the brand a success. “I got Jamie’s sister to build a website, bought six dresses, and then handed out leaflets myself,” he explains. “I did anything I needed to do in order to make it work. I convinced Lauren Pope, who was very popular on TOWIE, to be our first celebrity. I sold her a bit of a dream – she probably didn’t realize it was just me in my flat. OK! was the first magazine to cover the brand.”
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