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Irene Agbontine founded TTYA, a brand designed specifically for taller women, after feeling frustrated with the limited clothing options available. Her journey began when she recognized a gap in the market, particularly during her time working at Selfridges where she witnessed firsthand how difficult it was for taller women to find stylish and fitting garments. The brand quickly gained traction and celebrity endorsements, highlighting not just the success of her business, but also her commitment to addressing issues of inclusivity in fashion. Irene emphasized that her mission was not just about profit, but about fostering conversation around diversity and representation.