In The Style's Adam Frisby and influencer Perrie Sian launch new inclusive fashion brand
Adam Frisby, founder of In The Style, has teamed up with fashion content creator Perrie Sian, to launch Reasn, a new fashion label with inclusivity at its core.
The pair, who revealed they’ve been working on the project for over a year, described Reasn as "a brand built on inclusivity, quality and style," designed to make great fashion accessible to everyone.
Every piece in the debut collection, launching on 5 October, will be available in sizes 6-28, with petite and tall options also offered - a move that sets Reasn apart in a market still criticised for its limited approach to sizing. By the sneak peaks we've seen so far, we can expect tracksuits, leggings and cosy sweaters from Reasn.
For Frisby, who boasts 425k Instagram followers, the launch marks his return to the fashion industry after stepping away from In The Style in 2024. Having founded the brand in 2013 with a £1,000 redundancy payment, he grew it into one of the UK’s biggest online fashion players before making the "difficult" decision to leave last year. At the time, he promised it wasn’t the end of his entrepreneurial journey - and Reasn signals the next chapter.
This isn’t the first time Frisby and Sian have worked together. The content creator first began collaborating with In The Style in 2021, going on to deliver 24 sell-out collections before being appointed the brand’s first-ever Creative Director in 2023. During that time, she became one of its most successful partners, with her Dubai edit alone selling 18,000 units in just 15 minutes.
Sian, who has 2.1 million Instagram followers, brings a different but equally powerful influence to the brand. Known for her candid high street hauls and styling videos, she has built a highly engaged community by showcasing affordable, wearable fashion in a refreshingly real way. With Reasn, she is translating that ethos into product.
The first Reasn reveal
Frisby and Sian said: "From the start, our goal was clear: to bridge the gap between fashion and inclusivity. That’s why every single piece will launch in sizes 6-28, with petite and tall options too - because great fashion should fit everyone."
Shoppers can now sign up at reasn.com for early access to the collection and launch updates. The founders also hinted at future activations and community-driven initiatives, adding: "This is just the beginning… and trust us, you won’t want to miss what’s coming."
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With Frisby’s proven track record of scaling a fashion business and Sian’s creator-led reach, Reasn is primed and ready to carve out a space in the competitive womenswear market.
