From Bedroom to Boardroom: Adam Frisby’s Journey with In The Style and Life After Leaving

In a revealing interview on the We Need to Talk podcast, Adam Frisby, founder of the online womenswear brand In The Style, reflects on his tumultuous journey since departing from the company two years ago. Starting with just £1,000 in 2013, Frisby guided In The Style to significant heights, achieving a £100m valuation upon its London Stock Exchange debut in 2021. However, the brand faced sharp downturns, culminating in a 2023 delisting and a sale to an investor for merely £1.2m to stave off administration.

Frisby shares the emotional and psychological toll of managing the company during turbulent times, revealing he endured death threats and homophobic abuse amid financial struggles. As the fashion industry faced declining interest post-Covid and rising costs due to global crises, In The Style reported losses of £8.4m shortly before being delisted. Despite efforts to maintain its stock market status, Frisby emphasizes the overwhelming financial burdens of being publicly traded, noting, “We tried everything to keep it on the stock market, but there was no interest from shareholders.”

Delving into his legal battles, Frisby recounts a high-stakes lawsuit where he was accused of stealing the brand’s concept, which emerged during a critical period leading to the company’s financial decline. Winning the case was bittersweet, as he describes it as “the darkest period of my life,” marked by stress that strained his personal relationships. He felt such pressure that he offered his partner the chance to leave, but his partner’s unwavering support proved vital during this challenging phase.

With significant changes in leadership, Frisby stepped down as CEO late in 2023 and completely exited from the company by October 2024. In a striking turnaround, Frisby emphasizes his recovery journey, stating he has ultimately left with no regrets about his experiences and choices while looking forward to becoming a parent through surrogacy with his partner. “It’s taken me a long, long time to recover,” he admits, underscoring the importance of therapy and support in overcoming the shadows of his past.