ISAWITFIRST, a leading force in British fast fashion, was founded in Manchester, UK, in 2017 by industry veteran Jalal Kamani. Who helped shape the trajectory of Boohoo, launched ISAWITFIRST to fill an emerging market demand for speedy, affordable online womenswear—armed with lessons from decades of manufacturing, textiles, and trend-spotting.
Early Vision and Founding Values
Kamani’s journey began in a family steeped in fashion entrepreneurship. After arriving in Manchester from Kenya in the 1960s, the Kamani family built up a textile business supplying some of the UK’s most recognizable high street names. Drawing on his experience at Boohoo—where he served as director until 2017—Jalal Kamani envisioned a disruptive retailer using a direct-to-consumer approach and rapid “test and repeat” product cycles.
With an academic background from the University of Manchester and a BSc from the University of Sussex, Jalal’s vision for ISAWITFIRST was rooted in business savvy and a passion for democratizing the latest trends for the mass market. He established a team of agile buyers and recruited Leanne Holmes as Director of Buying, together creating a brand culture steeped in speed, value, and relentless consumer focus.
2017–2022 Meteoric Growth and Retail Innovation
ISAWITFIRST quickly made its mark with high-velocity product drops, celebrity collaborations, and a huge partnership with the ITV juggernaut Love Island in 2019, a campaign that sent site traffic and sales soaring. The brand thrived on digital marketing agility, tapping into influencer culture and launching frequent new collections. Staff benefits, including free staff breakfasts and lunches, reflected Jalal’s unique management style and focus on team morale.
By 2021, ISAWITFIRST was reporting revenues nearing £75 million and establishing itself as a prominent youth fashion operator. Kamani’s leadership was instrumental in steering the brand through rapid scaling and retail shifts—including surges of loungewear and demand for ethical manufacturing during the COVID-19 pandemic.
2022 Ownership Change and Founder Exit
ISAWITFIRST’s independent run ended in July 2022 when it was acquired by the Frasers Group, led by retail giant Mike Ashley. The business was reportedly sold for £1 as part of a rescue deal addressing mounting shareholder debts. Soon after the acquisition, Jalal Kamani and his sons stepped down from all leadership and management positions, and Greg Pateras (formerly of Matalan) stayed on as CEO to oversee integration.
Despite the loss of direct Kamani family control, ISAWITFIRST joined Frasers alongside Missguided and other digital lifestyle brands—benefiting from their scale, logistics, and broad retail reach. In 2023, ISAWITFIRST collections became available through the House of Fraser platform and continued to deliver fast fashion for a newly global audience.
Legacy and the Present Day
Under Frasers Group ownership, ISAWITFIRST maintains its identity as a youth-driven powerhouse—competing with fellow Manchester-born brands like Boohoo and PrettyLittleThing. Jalal Kamani, though no longer involved, leaves a legacy as a founder who brought innovative supply chain strategies and relentless consumer focus to UK fashion.
Recent years have also seen legal disputes within the Kamani family, and former director Leanne Holmes, emphasizing the drama, scale, and shifting fortunes of Britain’s fast fashion elite.. Despite operational challenges—including losses—the brand survives as a major player in the e-commerce world, rapidly evolving with buyer demand and retail innovation.
Who Owns ISAWITFIRST Now?
As of September 2025, ISAWITFIRST is fully owned by the Frasers Group, no longer under the control of its original founder. All strategic decisions are now managed through Frasers Group’s executive structure, with integrations alongside Missguided and House of Fraser.
Key Timeline:
- 2017: ISAWITFIRST was founded in Manchester by Jalal Kamani.
- 2019: Becomes official partner with Love Island, major traffic and sales boost.
- 2021: Reports £75 million sales, rapid digital expansion.
- 2022: Acquired by Frasers Group; Kamani family exits business.
- 2023–2025: Operates under Frasers Group; maintains youthful brand identity and global reach.
ISAWITFIRST’s journey reflects modern UK fashion: rapid innovation, family business roots, and survival through adaptation and new ownership.
