IN THE Style founder Adam Frisby is stepping back into the fashion industry after hitting “rock bottom” following a legal row surrounding his former company.
The entrepreneur enjoyed huge success with his first business, which became most well known for teaming up with celebrity collaborators – including Charlotte Crosby, Stacey Solomon, Jacqueline Jossa and Perrie Sian.
Influencer Perrie was even made the first creative director of the company back in 2013, and her professional relationship with Adam is continuing with Reasn.
The pair have worked together on the new womenswear brand, which aims to “set a new benchmark for inclusivity” with sizes from 6 to 28 and dedicated tall and petite options too.
“This isn’t just a comeback for me, it’s personal after everything that went on with In The Style,” Adam said of the new venture.
“Reasn is about creating something special, inclusive, and meaningful.
“We wanted everyone to feel represented, and myself and Perrie are so proud of what we’ve built.”
Reflecting on the new launch in a video on his TikTok page, Adam said it comes after he felt as though he’d “lost my purpose” in the nasty business battle.
“It was very clear that I’d got into bed with the wrong people,” he sighed, after someone he’d met in 2013 while raising funds registered In The Style Limited – and later claimed Adam had “stolen” the business idea from him when the company floated on the stock market.
“I hit rock bottom. I felt like I had nothing left to give.
“I had to walk away from the business that I loved and founded.
“I remember thinking, I’ve lost my purpose. Whereas I feel like now it feels very different.
“It feels like a bit of a comeback!”
Adam added that he’d always admired Perrie’s “work ethic” and knew when he started thinking about his industry return that he wanted her on board.
“I’ve always loved what I do, but having my own fashion brand truly is a dream come true,” Perrie, who has 2.1 million followers on Instagram, said.
“Teaming up with Adam feels like unfinished business and now with Reasn, we get to go out there and finish the job properly, together.
“What makes me most proud is how inclusive this brand is; with such a wide size offering, everyone can feel part of it.
“I’m beyond excited for what’s to come.”
Why did Stacey Solomon quit her InTheStyle collaboration?
STACEY Solomon is cutting back on her work projects after becoming one of the nation’s most loved social media stars.
The Loose Women panellist shared an emotional message with her followers about her decision to step back from her role at InTheStyle.
In the heartfelt announcement in September 2024, Stacey, 34, reflected on the incredible journey she’s had since she became an ambassador for the brand back in 2021.
She said: “Today has been a wonderful but emotional day as I shot my LAST EVER collection for InTheStyle.
“I have loved every single second of being able to design & create clothing with the most incredible team & literally bring my dreams to life.”
However, Stacey said her priorities shifted.
The star gave birth to her fifth child in 2023 and said she’s been focusing on balancing her career with her growing family.
Stacey added: “Throughout this year I’ve thought a lot about work/family balance & things that have needed to be prioritised.
“So I’ve decided to say goodbye to InTheStyle and other things so that I can give more of myself back to my family.”
The debut range, with prices from £25 to £100, includes reversible coats, everyday leggings and an “exclusive innovation” in the form of a 2-in-1 tracksuit.
And the response to the upcoming official launch on October 5th has been overwhelming – with over 60,000 people signing up for early access following the brand’s Instagram announcement.
Adam admitted in a video on his TikTok page that he hit “rock bottom” following the situation with In The Style[/caption]
Stacey Solomon was among the famous faces that worked with In The Style on her own line[/caption]
