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How Jalal Kamani Built and Sold ISAWITFIRST to Frasers Group

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

Published: Oct 1, 2025 5:33 PM

By RETAILBOSS Team

FAQHistory

FAQHistory

How Jalal Kamani Built and Sold ISAWITFIRST to Frasers Group

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…

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