Yes, In The Style is a fast fashion brand.
Founded by white British Adam Frisby, In The Style is a fast fashion brand following in the footsteps of Boohoo and other fast fashion brands.
Despite appearing small, the brand turned over £17 million in 2019, making it a large e-tailor, and a business that *should* be responsible for its people and planetary impact.
Despite being glamourised on BBC Documentary, Breaking Fashion, the brand is yet to make it onto Wikipedia, or Fashion Revolution’s Fashion Transparency Index, but it does receive a ‘We Avoid’ rating on sustainable fashion rating platform Good On You. It remains completely devoid of information on its supply chain, and its “sustainability campaign” tells customers they can recycle their clothes at a charity shop or clothes bank. Nice way to avoid taking any responsibility there, In The Style.
Additionally, last year Adam Frisby enjoyed a colourful argument with myself, Aja Barber, and a few other sustainable fashion activists on Twitter. Highlights include him misunderstanding the difference between worker exploitation and child exploitation, among other insults and idiotic behaviour. (And yes, I kept the receipts).
Transparency Rating: N/A
Sustainability Rating: N/A
This snippet is part of a larger guide to UK fast fashion brands, which goes into more detail about the issues with fast fashion, why it will never be sustainable, and how to make your wardrobe more sustainable.
Data for this review is taken from the brand’s website, corporate website, and Wikipedia. The Transparency Rating is from Fashion Transparency Index 2020. The Sustainability Rating is from Good On You.