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.
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 Kaman i 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…
