Why I Walked Away From My £100M Fashion Brand!

Aug 26, 2025

01:40:00

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Adam Frisby, founder of In The Style, speaks out for the first time about the rise and fall of his £100M fashion empire. From launching with just £1,000 and packing orders in his bedroom, to working with celebrity collaborators like Charlotte Crosby and Stacey Solomon, Adam built one of the UK’s most recognisable fashion brands. But behind the success was a story of hidden scars, resilience, and starting over.

In his most personal interview yet, Adam reveals why he walked away from In The Style, the £100 million court case that nearly broke him, and how the pressure of running a public company pushed him to the edge. He opens up about being kicked out of his mum’s house at 15, hiding his sexuality and the shame he carried for years, and the moment he nearly got pulled into a world of crime before choosing a different path.

Now, as Adam launches a new fashion brand and prepares to become a dad through surrogacy with his partner Jamie, he reflects on family, identity, and what success really means.

Adam shares:

◽ The childhood trauma and rejection he hid for years

◽ How In The Style became a fashion empire - and what went wrong

◽ The £100M court case that left him at rock bottom

◽ Why he surrendered everything to start again

◽ How surrogacy is helping him become the dad he always needed

Adam Frisby, We Need to Talk.

Follow me here:

https://www.instagram.com/needtotalk

https://www.tiktok.com/@weneedtotalkpod

Follow Adam Here:

Instagram: https://g2ul0.app.link/47Ugp7AF2Vb
TikTok: https://g2ul0.app.link/ZnoRqBEF2Vb

(00:00) Intro

(01:59) What Was Adam's Childhood Like and How Did It Shape Him?

(03:23) Adam's Experience of Moving to Spain at 13

(08:05) How Adam Navigated His Sexuality as a Teenager

(10:26) Adam's Experience of Being Kicked Out of His Mum's House at 15

(15:16) How Adam Came Out to His Family

(17:42) Moving Out of His Dad's House at 16

(19:53) Adam's First Jobs and His Journey to Entrepreneurship

(21:30) How Adam Started In The Style

(25:26) How In The Style Grew and Its First Celebrity Collaborations

(31:30) A Message from Charlotte Crosby

(35:20) How Successful Was 'In The Style' Initially?

(41:45) In The Style Becoming a Public Company

(44:59) Treatwell Ad

(46:13) Tinder Ad

(47:27) What Were the Causes for the Decline of In The Style?

(54:24) Adam's Mental and Physical Health During the Turbulent End of His Time at In The Style

(01:01:27) The End of In The Style

(01:08:59) Adam's Relationship with His Partner Jamie

(01:11:42) A Letter from Jamie

(01:14:56) Adam and Jamie's Experience of Having a Baby Through Surrogacy

(01:26:55) Social Media Reaction to Adam and Jamie's Baby News

(01:29:20) Adam's New Business

(01:31:03) Most Memorable Conversation

(01:34:19) Paul's Takeaways

(01:35:58) Love Better Tour Ad